Tara

Home / Works / JADE by Monica & Karishma / Tara
Tara was an extraordinary campaign commemorating JADE’s 15th anniversary, brought to life amidst the ethereal landscapes of Ladakh.

This collection was more than just an ode to fashion—it was a poetic tribute to Tara, meaning “star,” a universal symbol of guidance, hope, and unity. The campaign also drew inspiration from the Tibetan goddess Tara, celebrated as a beacon of light, a nurturer, and a harmonizer of masculine and feminine energies, making her the ideal muse for this milestone collection.

Cinematorgrapher Nirvair Rai

Concept & Inspiration

For centuries, the stars—Tara—have illuminated the night sky, offering light and solace to travelers, wanderers, and dreamers. This celestial narrative became the cornerstone of the collection, intertwining spirituality with the essence of JADE’s legacy. The campaign embodied values that are deeply rooted in Tara’s mythology and aligned with JADE’s philosophy.

  • Mastery: A celebration of JADE’s 15 years of craftsmanship and dedication to perfection.
  • Hope: A vision for sustaining crafting communities and ensuring their skills thrive for future generations.
  • Rebirth: The revival of ancient Indian arts and crafts through innovative interpretations and contemporary design.
  • Reverence: A tribute to the rich artisanal heritage of India and its cultural legacy.

Execution

The campaign featured three dancers, each embodying one of the pillars of Tara:

  1. Mastery: Representing the precision and dedication required to hone one’s craft.
  2. Hope: Expressing resilience and optimism for a brighter future.
  3. Rebirth: Symbolizing transformation and the revival of traditional artistry through innovation.

The dancers’ unique styles and personalities brought the concepts to life, as they moved through Ladakh’s breathtaking landscapes, harmonizing with its rugged beauty. Their performances were woven into a visually stunning narrative that highlighted Tara’s spiritual and cultural significance.

Other Campaigns

A Summer Memoir

A Summer Memoir was a campaign, conceptualised during the COVID pandemic, a time when emotions were heightened, and the significance of intimacy and connection became even more apparent.

Bani Thani

Bani Thani

Bani Thani was a campaign that beautifully intertwined heritage, royalty, and the timeless art of traditional craftsmanship, shot in the breathtaking Alila Fort Bishangarh.

Tara Evening

Tara – Evening Edit

Tara Evening Edit was an elegant extension of the Ladakh shoot, offering a modern and glamorous take on evening wear.

The Bride and Groom Edit

The Bride and Groom Edit was an evocative campaign designed to immerse the audience in the intimate, emotional journey of a wedding day.

Threads of love

Threads of Love

Threads of Love was a campaign born in the challenging times of the pandemic, conceptualized to shed light on the artisans who were profoundly affected by the global crisis.

Real Bride

The Real Bride Series

The Real Bride Series was a heartfelt campaign celebrating the individuality and personal stories of real brides who chose JADE for their special day.