To aid and abet the Brand’s positioning of a fresh fashion first approach for the private label, Gajra Gang, paving the path to new concepts that trigger consumer interest beyond festive/ wedding wear staples.
While the brand maintained a strong communication identity, its product selection lacked cohesion and a unified design language. This disconnect appeared to stem from the absence of a clearly defined visual consumer profile and wardrobe proposition.
To shape the new season’s collection, we began by identifying the core consumer and their style preferences through a uniquely tailored dipstick survey. By analysing the brand’s identity, its key protagonists, their social media communities, and fashion expressions, we developed a visually detailed consumer sketch, mapping their wardrobe needs and aspirations.
Inspired by ICH NEXT’s proprietary trend forecast, this season’s capsule collection draws from the “Vibrant Ocean Life” trend—translating its essence into a silhouette palette that embodies a modern resort aesthetic. Designed for effortless versatility, the collection seamlessly adapts to both casual and resort occasion attires.
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