Nostalgia became a source of joy for November Noon this month. What are we reminiscing? A return to the classroom. Crayola-coloured school essentials. Carry-it-all bag packs. Winter breaks. Field trips. And, the pursuit to learn lifelong. True to November Noon’s cultural ethos — making clothes is the ultimate act of collaboration — we decided to bring together eight multi-disciplinary creatives that meld seamlessly with the spirit of the brand. Our designated students: Tanya Gupta, Jupiter, Drishti Verma, and Merrylin Boro.
The result: A campaign with November Noon’s recent collection that imagines a study hall of our own.
Tanya Gupta, 23, a Delhi-based content creator who is featured in the shoot, believes that November Noon represents a time-tested truism for her: Fashion is art. “And, art is a huge part of my life, she adds, “I love how the fabric falls on the body and how luxurious it feels — it’s all in the craftmanship for me.” Similarly, Jupiter, 28, who works as a model with A Little Fly, says, “November Noon ensembles have a feel-good quality without trying too hard. That’s what I look for in my outfits.”
Merrylin Boro, a model and soon-to-turn entrepreneur, says her style is inspired by early aughts and gravitates towards silhouettes that are easy to wear. “I love how comfortable and functional November Noon pieces are,” she says. Meanwhile, 25-year-old art director-designer-photographer Drishti Verma, who studied at Parsons, NYC, prefers wearing trend-defying clothing, like at November Noon. “In high school,” she recalls, “I used to get carried away with fads that helped me fit in, but now, I’m comfortable in my skin and wear what looks best on me.”
Keeping the essence of November Noon in mind, Radhika Kedia, the design strategist at Now Form, began by going back to the drawing board. “This campaign aimed to highlight the shape-shifting appeal of the garments. We, thus, collaborated with four women — Tanya (Gupta), Jupiter, Drishti (Verma), and Merrylin (Boro) — who capture the zeitgeist and lend the clothes their unique personalities,” she says.
“While brainstorming for the shoot, we wanted to recontextualise traditional Benaresis as everyday wear for contemporary women. The distinct vocabulary of the clothes propelled us to do a campaign that’s young, creative, and, fluid. Editorials with teen cliques, spartan hallways, and objects that permeate the naïveté of adolescence, thus, made it to our final mood board. We wanted this campaign to roll out almost like a coming-of-age story that culminates into a celebration of individuality and self-expression,” adds Radhika.
Like most creatives, stylist Devanshi Tuli finds joy in the process — but most of all, she believes in the power of good storytelling. “I enjoyed building the character portraits for all the women who feature in the shoot for November Noon. I mapped the storyline for each character, much like you do in a film or a piece of literature. Every portrait, thus, has a personality of its own,” she explains.
Taking this forward, photographer Sahil Behal wanted to create a visual narrative that goes beyond clothes. With his distinct use of colour and thoughtful compositions, Sahil crafted imagery that offered an intimate look at the women dressed in November Noon. “The props like chairs, benches, lockers, and trophies added an element of freshness to the images. However, the key was to let the models be themselves in front of the lens — that’s when the final output looks compelling.”
The motifs recreate a profusion of flowers, vines, and ornamental plants while juxtaposing it with stylised geometrical fences that surround them. The clothes illustrate a visual harmony between woven and printed surfaces turned into tailored silhouettes suited for contemporary lifestyles.”
“We have created custom thaans that serve as an anchor for the cuts,” he continues, “the base fabric is a lightweight mashru. Borders, sleeves, and thaans are woven separately. Additionally, the outerwear from this roll out features fabrics like organzas and resham silks that display an adeptness for jamdani. And, dusty pink and soft aqua with a hint of gold zari play out in equilibrium on brocade mashru while imitating a patch-like effect The garments, true to the brand’s roots, are all handwoven in Benares.”