a summer told in three textures - magga ss 2025 campaign shoot
for magga’s summer 2025 saree launch, we didn’t just shoot a collection—we told three distinct stories. the brand introduced three unique lines: malhar, swarnarekha, and mridika. each collection came with its own muse, styling brief, and material palette. so we designed three shoots: three different models, lighting moods, art directions, and creative styles. this campaign wasn’t just about wardrobe—it was about personality.
our pre-production included careful procurement of ethnic jewellery for the head, hand, and hip. we sourced fresh florals, handpainted canvas backdrops, cloth backdrops, and props that reflected each line’s visual story. flatlays were crafted to communicate more than design—they revealed the feel of the fabric, the richness of the pallu, and the subtleties of every drape.
our preparation went deep. we sourced ethnic jewellery pieces for every part of the body—head, hands, and hip. we curated fresh flowers to match each model’s tone. cloth and hand-painted backdrops were selected to mirror the story behind each collection. every drape was matched with its own setting, prop table, and tone. even the flatlay styling was crafted like a story of its own—textile as texture, not just product.
act 1: malhar – bold & sensual
backdrop: green hand-painted canvas
model direction: strong, expressive, sensual
malhar captures the rhythm of rain and light cotton against skin. these mulmul drapes were styled with free-flowing pallus, airy softness, and light makeup. the green hand-painted backdrop added monsoon calm. our muse, bold and unapologetically graceful, carried the mood with expressive posing. shot in a soft-lit studio setup, every movement reflected poetry.
act 2: swarnarekha – elegant & regal
backdrop: brown marbled cloth
model direction: earthy, graceful, timeless
for swarnarekha, we leaned into dusk golds and structured elegance. linen-silk tissue sarees were draped with sculpted pleats, luminous folds, and antique styling. our model exuded regality with refined, measured poise. warm directional lighting enhanced every shimmer, while the marbled backdrop evoked stately timelessness.
act 3: mridika – soft, affable, everyday grace
backdrop: hand-painted grey textured canvas
model direction: charming, approachable, serene
mridika is rooted in nature and everyday poetry. we styled our model with fresh florals, ceramic vases, linen drapes, and wooden textures. the grey backdrop brought softness and balance. her gestures were natural and inviting—for the woman who finds elegance in ease. light, organic styling completed the look.
“excellent output and the team is open to working together to achieve the desired results. great work and looking forward to working more.”
— kishore sai, founder, magga
