Raw Mango unveils Agama Collection

Hyderabad: Raw Mango, the acclaimed Indian fashion brand, is proud to announce the launch of its highly anticipated collection, Agama. Inspired by the themes of pilgrimage, ritual, and devotion, the collection explores a return to nature, worship of the earth, and a reverence for the planet.

The Agama collection, designed by Raw Mango founder Sanjay Garg, showcases a blend of tradition and innovation. The campaign was conceptualised by Garg himself, shot by renowned photographer Ashish Shah, and videographed by Vikas Maurya. The powerful visual narrative is set against the backdrop of Kaushambi, a 12th-century BCE archaeological site located along the Yamuna river, near Allahabad. This setting, steeped in history, serves as the perfect canvas for the collection's exploration of a world that is both ancient and futuristic.

"The new collection is about embracing ritual and devotion in a new way," said Sanjay Garg, Founder of Raw Mango. "Through this collection, we are diving into a world that reimagines the past while looking forward to the future, deeply inspired by nature and the euphoria of connection to the earth. I hope the collection encourages people to reflect on their relationship with the world around them."

The collection features outerwear and saris crafted from Mashru, Mashru Ikat, and Kantha fabrics, highlighting the intricate techniques and rich history of Indian textiles. Mashru ikat, a silk-cotton blend with geometric patterns, is brought to life through the expanded weaving practice developed by Raw Mango. The collection also features kantha, an embroidery technique from Bengal, where old textiles are revived through quilting, breathing new life into the materials.