Art Director
Premium BRands
Eden & Ivy
Eden & Ivy was Amazon India's private label womenswear brand, fresh, feminine, and built for a customer who wants personality in her wardrobe without overthinking it.
The creative direction leaned into a botanical romanticism, not literal florals-on-everything, but a world where the set, the styling, and the garment all speak the same visual language. Dried grasses, wheat stems, warm amber tones- a constructed naturalism that feels found rather than built. The colour strategy was deliberate - the colorful floral dresses in the foreground against a sober nature inspired backdrop. Casting needed to convey the feminine, fresh energy. I led casting, set design and creative direction.
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