Overview
Role: Art Director / Photographer
Team: Photographer: Jamie Simmons
Company: Rani by Raja
Spirit of the East Meets West
As the Art Director and Photographer from day one, my role at Rani was instrumental in shaping its creative vision. Founded by British Indians who identified a gap in fashion representation, Rani emerged as a pioneering label that seamlessly blends Eastern and Western influences. My work as Art Director was pivotal in capturing and expressing this unique fusion, establishing Rani as the first label to bridge the cultural divide in British / South Asian fashion.
A New Reign
Power, heritage, and unapologetic femininity.
For the Rani by Raja campaign and editorial in Veni Magazine, I led the creative direction and styling of a visual story rooted in cultural pride and modern royalty.
Starring actress Anjli Mohindra, the campaign was a celebration of South Asian identity—bold, cinematic, and deeply personal. We reimagined the rani archetype for today’s world: strong, sensual, and self-possessed.
EastMeets West Campaign
For this campaign, I led the art direction from concept to execution. I collaborated closely with photographer Jamie Simmons to bring the brand’s identity to life through rich cultural visuals of East meets West.
Trunk Show at Soho House
Through My Lens: Rani by Raja at Soho House
I captured the intimate energy and quiet luxury of the Rani by Raja trunk show held at Soho House, a curated evening that brought together buyers, stylists, and cultural influencers for a private preview of the collection.
Reign Campaign
As both Art Director and Photographer, I created a campaign that brought the spirit of Rani by Raja to life through movement, silhouette, and space.
Be a Rani Campaign
As Art Director and Photographer for Rani by Raja, my vision was to visually translate the brand’s essence, This first campaign was opulent, rooted, and fiercely feminine, into every frame.
Building Socials
From the very beginning, I led the creation of Rani by Raja’s social media presence — shaping not just how the brand looked, but how it spoke and moved online.
Every post, story, and campaign was designed to reflect the heart of the label: bold, modern, and rooted in dual heritage.
