Raw Mango Is Playing With Reality
The brand’s latest campaign explores illusion and imagination.
What if the thing you’re looking at isn’t quite what you think it is? For “It’s Not About The Flower,” Raw Mango turns its latest campaign into a meditation on illusion, perception and the slippery space between what we see and what we believe to be real.
Photographed by Ashish Shah and conceptualized with Now Form, the imagery explores “Maya,” the Hindu philosophical idea of the world as illusion, by blurring the boundaries between the garment and the wearer, and the natural and imagined. The campaign begins with the idea that something is rendered so convincingly that its artifice goes unnoticed, before asking what happens when that illusion falls apart. Even once we see behind the surface, Raw Mango questions whether what we discover is any more real.
That idea extends into the collection, which takes inspiration from the garland, a symbol of togetherness across South Asian cultures. Rather than focusing on individual flowers or surface-level decoration, Raw Mango looks to the arrangement, weave and structure. Hand-rolled flowers are placed across embroidered brocades, rib-knit cottons, quilted rayon and wool felt, creating intricate compositions that sit somewhere between clothing and sculpture.
Founded by textile designer Sanjay Garg in 2008, Raw Mango has long used textiles to question how culture, craft and value intersect. With “It’s Not About The Flower,” the label asks us to look beyond the obvious and question whether beauty might lie in what’s beneath the surface.
Take a look at the campaign images above and head to the brand’s website for more.
In other news, Coach threw itself a birthday party for its SS27 collection.
