Renewing a fashion legacy
When Raymond - synonymous with woollen suiting for over 90 years - entered the linen category, the challenge was clear: could the brand extend its legacy into a more contemporary expression of style?
Rooted in the idea of purity, the campaign celebrated linen as a 100% natural fabric - imperfect, tactile, and authentic, much like the modern Raymond man. Our visual language focused on natural textures, tight fabric details, and minimal styling, allowing linen, nature, and fashion to coexist seamlessly.
Photography, headlines, and styling came together to express fabric as feeling - honest, calm, and quietly powerful. The refresh resonated deeply with audiences and influencers alike, driving strong demand and helping grow the linen category in India.
The campaign was featured among WGSN’s Top 10 Campaigns in Asia, setting a new creative benchmark for Raymond and leading to the launch of a new linen manufacturing plant.
Brand Launch Communication | Visual Language | Shoot Concept | Creative Direction | Visual Style Direction
As Creative Lead for Plus One Design