The new festive collection by Cord is a visual treat. A unique narrative that they shot with talented artists from across the border in Lahore, Pakistan. Called Daily Hymns, the collection explores the mundane, everyday life but with beautiful aesthetic quality. The campaign, conceptualized and creatively directed by Pakistani artist Sajal Sajjad, bridges two distinct cultures—an Indian brand and a Pakistani artist—into a shared celebration of life's symphony. This collaboration shows how art transcends borders, uniting us through common humanity.
Daily Hymns is a celebration of everyday moments that transmute into exceptional memories, each piece a reminiscence of the tapestry of sounds that celebrates the continuity of life. The ordinary becomes an abyss to the past leaving us with a reminder that beauty is woven into our daily existence, waiting to be heard and cherished. Each piece is a reminiscence of the tapestry of sounds that celebrates the continuity of life. The ordinary becomes an abyss to the past leaving us with a reminder that beauty is woven into our daily existence, waiting to be heard and cherished.
It always makes me sad how sometimes creatives from across the country cannot work together because of our unfortunate relationship despite sharing such a rich history. I am thrilled that the good people at Cord reached out and made this collaboration work, and with such delight!", says Sajal Sajjad. Renowned for blending traditional Indian craftsmanship with modern aesthetics, the collection is a tribute to the beauty in everyday life. Inspired by daily rhythms and melodies, the collection captures the essence of ordinary moments, transforming them into extraordinary memories. Through hand embroidery, smocking, and surreal prints, Cord encapsulates nostalgia and warmth, reminding us that beauty is woven into our daily existence. The collection’s color palette, inspired by citrus, pomegranate, and plum, evokes warmth and
festivity. This campaign is a testament to art and its ability to unite consciousness and thoughts into people divided by man man barriers.
Words Platform Desk
Date 16.08.2024