PURE Fine Fabrics – ‘Dastakaar’ Collection (Ad Film)

Dastakaar, as the name suggests, celebrates the age old traditional craft practices, especially of tie-and-dye, but with a modern twist. The collection comprises of abstract free-flowing tie-dyed patterns on one hand and intricately embroidered patterns in aari-style on the other. The Indigo palette reminds one of the conventional natural dyes which the artisans use in their creations. The film is an ode to the skill of the craftspeople.