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Payal Khandwala celebrates 5 years with ‘Back To Basics’ campaign

by TIMC Thursday, March 02, 2017

This spring, Mumbai based artist and designer Payal Khandwala completes five years of her brand launch. So, in celebration, she releases SS’17 campaign Back To Basics with a personal note on her journey so far.
Payal’s motif for Back To Basics is central to femininity and strength.
I wanted to make a concerted effort to focus on our brand’s core philosophy,” she writes. Here is a gist of the collection that marks the label’s significant journey since its inception.

Simple and Strong

Payal Khandwala celebrates 5 years with ‘Back To Basics’ campaign Payal describes that the brand’s strengths have constantly been colour, proportion and silhouette. At the same time, the balance comes from attention to creating clothes that are both simple and strong.

Easy yet Luxurious

Payal Khandwala celebrates 5 years with ‘Back To Basics’ campaign As a philosophy, Payal claims to have never focused on trends or even fashion. The reason could be her impetus to establish the label’s distinct grammar from within. “Our garments have always maintained a very personal point of view,” she explains. Like this outfit, the shapes are free spirited yet classic and remain easy but luxurious.

Communication Concept

Payal Khandwala celebrates 5 years with ‘Back To Basics’ campaign This comes from the idea of a strong visual to communicate a concept. So the starting point of the print story became a cluster of roses. Like Payal describes, A simple thought, but a strong reference.

Femininity and Strength

Payal Khandwala celebrates 5 years with ‘Back To Basics’ campaign   A theme that is central to the perceived dichotomy of femininity and strength. Payal conceived them as an antithesis of how we typically see flowers in spring–fragile, in full bloom and colour. “So when I penciled the artwork, the theme was gentle in theory but bold in execution,” she admits.

Minimal yet Graphic

Payal Khandwala celebrates 5 years with ‘Back To Basics’ campaign   Devoid of pigment and defined by a strong line, the illustration is minimal yet very graphic. The motif is fierce but still rooted in something feminine, much like the clothes themselves. In a stark contrast to Payal Khandwala’s masculine pattern from last season, the rose is its counterpart this time. In addition to the palette of coffee, crimson, indigo and leaf green, the clothing also comes in black and white. Back To Basics is prominent of layered separates in pleats, linens, cottons and light silks as well.


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