Who – Western audience. Content focused on Indian/South Asian women in London, 22-32 years old

What – Hyphenated identities, cultural influences on their style, cross roads of sustainable fashion, cultural appropriation, acculturation

Why – To publish content that promotes multiculturalism, challenges the stereotype

How – Fashion films/editorials, inspired by TANK and Dazed magazines

When – Contemporary media practices, now because the world is changing…. Post pandemic, post racism protests

To address the urgent need to address the issue of cultural appropriation within the western fashion system which is filled with examples of inappropriate borrowings that compromise rich cultural traditions for quick commercial gain.

How can we experiment with visual culture to educate and express the world around us using fashion film? How does one’s culture influence their style and fashion media preferences and vice versa?