Before we can fully transition from winter to spring, we need to go through one more season- LAWN SEASON. As you all must have seen by now, all the billboards are covered and commercials are flooded with spring and summer wear. Like every year, brands are pouring loads of money to ad campaigns and photo shoots, and each brand has a different story to tell.

One such brand is Zara Shahjahan. 

Their brand messaging for their lawn line ‘Dhoop Kinaray’ was to celebrate a time before the internet. To a time when sisters and cousins would sit together in the sehan or the rooftop and soak their feet in cold water.

They use intimate images to bring to life this period of time that is lost on most of us.

The look they were going for was super simplistic and raw. 

The campaign was meant to celebrate beauty, simplicity, and summer.

This is how they describe the collection in their own words; ‘There was a time before the internet was raising us, a time where peace and joy was found on the rooftops of bustling and busy Lahore, a time where we weren’t bound by the constant ticking of the clock and found moments of bliss laying still under the hot sun. This collection is rewinding the clock for us, taking us back in time where technology didn’t rule our conversations with one another.’

The general ‘vibe’ of Zara Shahjahan has never been about fancy sets and concepts and therefore this campaign comes as no shock or surprise.

People on the internet could not wrap their heads around the concept.

Ironic, considering how the campaign was meant to signify a time when the internet, with its infinite opinions, wasn’t always with us.

People were having issues with the Zara Shahjahan price and the look of the shoot. 

There were many theories of what was going on.

Some commended the idea but weren’t so sure of the execution. 

Maybe it’s just that we’re too used to full blown out shoot? 

Other brands were called out for choices in ‘exotic’ location and unrelatable settings.

Or it could be that we, generally, are not ready for just concepts?

But this person makes a valid point- we wouldn’t have been happy either way. 

The concept in this shoot is pretty unique and the picturization of it is quite striking. I can see why people aren’t responding to it all too well, may it be that we’re not used to this imaging or it isn’t as ‘all out’ as we would have expected. However, as it was rightfully pointed out, we’re never happy with campaigns or ads, we’re always finding fault, so maybe if we weren’t overly critical at just about anything, we could be more receptive to new ideas and experiments.

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Cover Photo Courtesy: @zarashahjahanofficial / Instagram