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My thumb frequently pauses during the Instagram endless scroll. Images that manage to defy the three-second rule for catching attention and instead entice viewers to linger and take in their surroundings as a whole are those that produce this response. Such images give the brands they represent a unique visual identity in a market where new fashion labels are sprouting up by the handful every minute. They provide more than just the ability to buy and sell goods; they also provide a window into culture, a taste of nostalgia, and a chance to learn new things.
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Celebrated homegrown labels such as Torani and The Olio Stories have long shown an affinity for sharing archival images. From yesteryear’s royalty to Bollywood royalty, their feeds are peppered with vignettes from times past. They also share distinctively Indian artworks, such as Mughal miniatures and folk art.
What happens when brands start sharing beautiful visuals they resonate with instead of just using platforms to showcase their latest collections?
They connect with their audience on a personal level. The hazily familiar roads of recollection give way to a fresh appreciation on this common ground. Growing up in the small Bihar village of Purnia, PritiShekhar, founder of Label Earthen, had no other immediate entertainment options save popular Hindi movies. She was so profoundly influenced by actors like Raj Kapoor and Nargis that stills from their films add to the subtle romance of the ethnic clothing she sells. On Label Earthen’s stream, you can also see old matchboxes and posters that were part of the visual environment Shekhar grew up in.
