Satya Paul
When designer Rajesh Pratap Singh took over as Creative Director of the legacy brand, Satya Paul, afternoon was hired to lead content. For the past year, we have created consumer facing content on a daily basis.
WHAT WE DID
STORYTELLING
Satya Paul Collaborates With Electronica artists Komorebi and Curtain Blue to Release a Special Single
Indie music talent in cutting edge fashion
Fashion Re-Meets Music
Music is the pulse of Satya Paul. Right from the brand’s inception in 1985, the eponymous Mr. Paul found inspiration in music, and embraced the link between artists and designers. In the 80 and 90s, when psychedelics began to shape the world, Satya Paul developed an unforgettable set of prints that echoed this movement.
The brand returns to the powerful intersection between fashion and music in 2023, and pushes the boundaries. The release of the single The Birds and The Bees, featuring indie icons Curtain Blue and Komorebi, welcomes a new world of collaboration.
The Single
The Birds and the Bees is a wildly addictive track that features nostalgic melody with downtempo and bass sensibilities – very Curtain Blue. Komorebi is an apt partner, adding a layer of mystique to the track. The lyrics are super catchy, making the track easy to sing along to.
The video, which blurs the lines between music video, fashion runway, and film takes us on a journey through the lives of these two rockstars; tension simmers, and the rollercoaster of celebrity provides a rush. As the stars traverse decked out sets – like music dens and stages – Satya Paul fashion and indie music come together in a powerful union.
New Order
The video features the artists in New Order, a fashion collection that is a powerful take on the Art Nouveau movement. Just as the icons of the movement – like Klimt, Mucha and Toulouse Lautrec – returned to nature to find new meanings, Satya Paul too, circled back to its wild roots while developing this collection. Many of the prints take references from the artistic underground, and fold them into evening wear. New Order also reveals new possibilities with sustainable fabrics. It uses textiles that do minimal damage to the earth, while delivering maximum wearing pleasure.
Talent Circles
The success of the single is made possible by multiple industry talents and collaborators. Gaurav Raina of Midival Punditz, was key in identifying the synergies between the brand and the artists. Bringing them together was an important motivation for Creative Director, Rajesh Pratap Singh, who is focused on “Satya Paul’s commitment to support the incredible talent in this country.” This is consistent with the brand’s ethos which “has always recognized and embraced the connection between fashion lifestyle and music,” Singh says.