HIMANSHU GURU, OP
Fashion designer Madhusmita Panda’s first-ever campaign throws the spotlight on inner beauty
Fashion designers often come up with creative concepts and campaigns to rouse the curiosity of the fashion-conscious. Oriya designers have also shown their creativity and earned recognition at the state, national and international levels for their innovative designs and campaigns. Nationally-acclaimed Oriya fashion designer Madhusmita Panda recently launched her first-ever campaign titled ‘Inner Beauty.’ As the name suggests, the campaign is all about exploring the natural inner beauty of women.
“This innovative campaign seeks to showcase the inner beauty of women with a narrative series of images that strongly represents an artistic perception of women. It dwells upon the inner beauty of a strong and independent woman who is courageous,” says Madhusmita, who has a fashion design house called Weaver Ants and has received much appreciation for her innovative designs.
Madhusmita explains her campaign’s focus on inner beauty. “Beauty has a wider definition today. The Inner Beauty campaign will put emphasis on values.”
The campaign will go on for three fashion months, the designer added.
Madhusmita’s campaign features the popular Oriya film actress Anu Choudhury and young model Christeena Biju. “Being a successful actor, Anu Choudhury is the right face for this campaign as she can add a cinematic vibe to the story. Model Christeena Biju is a perfect emblem of dusky beauty. Her height, dusky complexion and youthfulness along with the conceptualized outfits would help bring out the concept of inner beauty of women, I believe,” she says.
“The photo shoot of the campaign has been executed with the beautiful landscapes of Puri as a backdrop. The photos have been taken on the beach and Jackey Nayak is the creative director cum photographer,” the designer adds.
Outfits designed by Madhusmita are known for their nuanced patterns. The designer takes inspiration from nature and excels in gowns, skirts, lehengas, sarees, blouses and kurtis. Her couture line draws inspiration from the Indian temple tradition with an added western touch. As she hails from Puri, the abode of Lord Jagannath, she is very passionate about reflecting Oriya temple traditions in her designs.
Madhusmita’s design house is based in Orissa and Bangalore and has plans to introduce campaign themes to sensitise buyers on gender justice and women’s issues.
