Artist Srishti Gupta Roy’s essence of maximalism, colours and playfulness remains the same but is now structured in a balanced and coherent way. ‘I like the idea of the viewer discovering something new every time they see the art. A lot of the inspiration remains the same and over the years I have found new ways to apply that in unique ways,’ she says.
Her work is deeply rooted in India's chaotic yet unique visual language but with a global pop art outlook. ‘I take a lot of references from the street signs of the country, traditional motifs of our crafts, the colours and the architecture. I recently collaborated with Kiehl’s India and aimed to create something that captures the festival's beauty and resonates with people personally, evoking a sense of joy and celebration. I wanted to create a visual narrative that complements Kiehl's brand identity, which is rooted in science and nature. I weaved these elements together to reflect their philosophy but with an artistic twist that resonates with the festive spirit. With this collaboration, I aimed to reflect that evolution by combining traditional motifs such as Raja-Rani with global symbols like NYC cabs to showcase a cultural remix.’
Marrying Art & Fashion
They are deeply connected and almost like the chicken and egg. With art and fashion, one flows into each other, almost indistinguishable at times. A beautifully crafted ensemble that took weeks of ideation and work is no less than art curated in museums. Some of the most distinguished fashion designers have been artists first.
Good design characteristics
Design is so deeply subjective that it’s almost difficult to answer this without personal bias of tastes. I think we all develop our unique tastes based on our upbringing, childhood experiences, travel etc. which shapes what we gravitate towards. However, objectively the principles of design like rhythm, balance, proportion, emphasis and scale are usually contributing factors of the visual appeal of design.
Srishti x Kiehl’s
When Kiehl's approached me, it felt like a perfect match. Their brand values and philosophy align with my artistic vision, and the collaboration was harmonious. We worked closely to ensure that the design tells a story and feels authentic to both Kiehl's and Indian culture, creating a sense of unity and harmony in the process. The design for this project is all about celebrating Kiehl’s deep New York City roots while honouring traditional Indian heritage.
We wanted to encompass the young and dynamic spirit of the Kiehls visual language and make it uniquely Indian yet global. Diwali is a time of festive celebrations all over the country and the key visual should feel exactly like that huge unabashed celebration. Our central Kiehl’s kudi [girl] pairs her denim jacket and bejewelled sneakers with a lehenga she made herself using her Mum’s old brocade saree, representing the young spirit of our country that remixes culture with the ethos of modernity almost effortlessly. We wanted to capture the strong collage aspect of the international Kiehls campaigns by creating nostalgic Raja-rani imagery juxtaposed with pop statements. Maximal diyas, floating lanterns, decadent sweets and lush marigolds meet NYC cabs and the Statue of Liberty to create unusual and interesting imagery.
The brand on the collaboration said, ‘Kiehl's is committed to celebrating local culture and creativity as part of our brand philosophy. Our partnership with Srishti Gupta Roy, a talented local artist, enables us to genuinely connect with the Indian market while bringing a fresh and meaningful element to our Diwali 2024 campaign. Srishti's art combines tradition and modernity in a similar way. This collaboration showcases our dedication to creativity, authenticity, and cultural relevance while presenting a beautiful and unique festive offering.’
Words Hansika Lohani
Date 24.10.2024
