The COVID-19 pandemic has grappled the country in its tight clutches for over four months now. Although the nation is opening back in phases now, things would slightly different than what they used to be, socially as well as financially. While some managed to make a living in these tough times, other sections of the society took a massive hit, karigars or artisans being one of them.
To aid the local artisans and craftsmen, fashion powerhouses Vogue and GQ along with Myntra joined hands with some leading designers to launch its one-of-a-kind campaign.
Titled 'Behind the Mask', this campaign is aimed at encouraging people to wear masks and raise funds for the Indian artisans and craftsmen. This five-episode video series would feature ace designers like Manish Malhotra, Anita Dongre, Tarun Tahiliani, Gaurav Gupta and Rahul Mishra who would create a mask inspired by Indian craft. These masks would then be available on the Myntra App for purchase from August 12, 2020.
Check out the talented designers displaying their crafts on masks:
Watch the genius designer @AnitaDongre give you access to her creative process in designing a stunning, sustainable line of masks. As part of #BehindTheMask campaign of @VogueIndia + @GQIndia x @Myntra Anita's line is inspired by the Pichhwai style from Rajasthan and nature, and is available for you, only on the #Myntra app. + Masks inspired by Anita Dongre’s designs are now available on the #myntra app. Tune in to SHOP NOW #Myntra #Vogue+GQxMyntra #BehindTheMask Created and produced by @condenastvideoindia
Another interesting thing about this campaign is that this entire series was conceptualized, scripted and shot midst the pandemic. The episode from these series would air on TLC and TLC HD and streamed on Discovery+ and the Myntra App.