"Jahanara"– a passion project born from the heart, dedicated to my beloved grandmother and the timeless artistry of local Pakistani artisans. In a world consumed by fast fashion, Jahanara stands as a tribute to the fading legacy of handmade crafts. Through meticulous art direction and a visionary concept, this campaign not only showcases the exquisite work of local artisans but also serves as a call to action for promoting sustainability. As I reminisce about treasured garments passed down from mothers and grandmothers, Jahanara emerges as a brand, weaving together heritage, art, and a conscious commitment to preserving the invaluable tradition of local craftsmanship. I did this project few years back in my university to promote the idea of a sustainable brand.
Chunri scarf and hand embroidered shirt video poster, a celebration of Pakistani artisans' unwavering craftsmanship. Each swirl of the scarf and intricate pattern narrating a story of handwork and heritage.
A video poster featuring Gota, a traditional embellishment, intricately handcrafted by skilled artisans, weaves a story of precision and cultural richness. Originating from the desert regions, this radiant tapestry showcases the dedication and meticulous effort invested in every delicate detail.
Instagram page
This shopping mall's advertising video, where each garment is a canvas of hand-embroidered tales from diverse corners of Pakistan.
Website design
