1st June, Mumbai / Bengaluru 2023: Suta, an artisanal brand best known for reviving heirloom crafts with a contemporary twist, unveils its highly anticipated Pride collection – This is ME. The accompanying campaign highlights drag and embraces the boundless spirit of individuality and self-expression that this art form represents. This collection comprises unique, extravagant and head-turning pieces that defy convention and classification to showcase design at its interpretative, imaginative best.
This is Suta’s second Pride-themed collection. Inclusivity has always been a very strong part of the brand’s identity and is evident in its visuals, language and even its hiring practices. The decision to focus on drag is rooted in the ability of this art form to transcend gender boundaries and open up a world of limitless possibilities for individuals to express their identities. And so, with this campaign and collection, Suta pays homage to the transformative power that lies within each human being.
The campaign takes a collaborative approach, identifying and featuring leading voices from the LGBTQiA+ community. The star-studded line-up includes the prominent influencers – Gentleman Gaga, Ashish Dey (aka Deysi Rawmen), Souman (aka Goddess Gagged), Glorious Luna, Mx Siaan (aka Mx Stallion), Zeesh and Harshavardhan Rai (aka Rai-OTT) who is also a design lead at Suta and has designed this collection. Along with modelling Suta’s gorgeous pieces, they will use this powerful platform to lend their voices to issues that are pertinent to the community. Part of the proceeds from the sales of this collection will be donated to NGOs working to serve the needs of the LGBTQiA+ community as well.
Sujata Biswas, co-founder of Suta says: “We believe that fashion has the power to liberate and empower individuals, allowing them to express their true selves without the fear of judgment. Our Pride collection and campaign are a celebration of this authenticity and a reminder that everyone has the right to be exactly who they choose to be, breaking free from the shackles of societal expectations. Through this campaign, we endeavour to inspire individuals to embrace their uniqueness and create a more inclusive world where everyone can thrive.”
Echoing the same sentiment, Taniya Biswas, co-founder, Suta, expresses, “Through this collection, Suta seeks to amplify the message that everyone has the freedom to be who they want to be, transcending the expectations of others. It is rooted in the basic belief that true beauty lies in self-acceptance and having the courage to embrace one’s authentic self.”
“The campaign brings alive the core sentiment that prevails at Suta during Pride month as well as the rest of the year – nothing defines you. Only you can do that. With pride. Having worked extensively with the LGBTQiA+ community over the last few years, we understand the importance of breaking preconceived notions about queer individuals and disrupting stereotypes on a continuous basis, for us to create a cohesive and inclusive society. This is reflected in our campaign,” added Sucharita Ghosh, marketing head, Suta
The campaign will debut on Suta’s social media handles on June 1. The collection will be available at Suta’s stores (Mumbai, Bengaluru, Thane, Hyderabad and Kolkata), as well as on their website (https://suta.in/collections/this-is-me) and on the Suta app.
