phuhars — slow fashion, shot with soul
the brief
phuhars, a mindful slow lifestyle label from the himalayas, was ready for a visual revamp. they came to mindframes for imagery that truly embodied their values — free-flowing, unisex, sustainable, and slow. the ask: reimagine their lookbook and create visual content that felt organic, intentional, and fluid.
what we did
casting: we did a wide talent sweep across bangalore agencies to find a male-female pair that felt both grounded and graceful. final models were chosen based on our shortlist and recommendation.
styling + coordination: we worked closely with the phuhars team to create a master pairing chart — each top matched to bottoms, who would wear what, and whether it would be a solo or paired shot. this ensured seamless shoot day execution.
barefoot + rooted: to evoke a sense of grounding and simplicity, we styled the models barefoot and painted their feet in soft complementary tones — a subtle nod to slow living and earthy connection.
makeup + jewelry: makeup was kept fresh and minimal, letting skin and natural expressions lead. we sourced matte, earthy jewelry pieces to pair subtly with the looks, keeping focus on the fabrics and fall.
framing: every frame was designed to evoke ease, space, and presence. the kind of energy you feel when you're not rushing anywhere.
shoot day
over 150 final images delivered
1 hero brand film
20 short-format verticals for reels and stories
shot on white, post-produced with soft gradients that matched garment tones — sage, rust, ochre, cloud blue — amplifying brand aesthetics without distraction.
post-production
clean backdrops were reimagined in post with colour blocks selected to enhance and echo phuhars’ fabric palette. this layering added texture, warmth, and a sense of story to each visual while keeping the viewer’s attention on garment flow and details.
deliverables preview
the outcome
the project was a hit. the phuhars team left us a five-star review on google. more importantly, the images now feel like an extension of the brand’s spirit — soft, inclusive, and rooted in intention.
"it felt like mindframes got what phuhars is about — not just visually but energetically too."
— phuhar uppal, founder phuhars.com
