While Odias have been trending in the national and international news for their achievements in different fields, many from the state are also creating a buzz in the fashion industry for their innovativeideas. Giving an all new definition to the inner beauty of a woman, nationally acclaimed fashion designer Madhusmita Panda from Puri, has launched a one-of-its-kind campaign with renowned Ollywood actress Anu Choudhury and Femina Miss Odisha India 2017 Christeena Biju.The campaign titled ‘Inner Beauty’ is an attempt to explore the beauty of a woman by portraying the values she holds, her strength, independence and courage.A reputed fashion designer, Madhusmita’s innovative designs and expertise in creating nuanced patterns have already been well appreciated in the national and international markets. Her designer house Weaver Ants, based in Odisha and Bangalore, is recognised for creating clothing and apparels that raise awareness and sensitise buyers on gender justice and women issues.Talking about her campaign, the young designer says, “A lot of emphasis is given to the external beauty of women in the modern-day society. But the theme of my campaign is to bring out the beauty of a woman through a narrative series of images artistically represented that strive to change the perception of women.”
Stating the reason for choosing Anu and Christeena for the campaign, which will last for three fashion months, Madhusmita adds, “The campaign also inculcates cinematic values. Being a successful actor of Odia films, Anu Choudhury is the right face for this campaign as she can add a cinematic vibe to the story, whereas Christeena Biju is the perfect picture of dusky beauty. Her young, tall and dusky looks would go together with the conceptualised outfits in representing the depth and substance of the beauty of women that goes beyond the skin.”
The entire campaign has been shot by creative director-cum-photographer Jackey Nayak, at the beautiful beaches of Puri. Hailing from Puri, Madhusmita is passionate about reflecting Odia temple traditions in the fabrics she works with. While her couture line represents Indian temple tradition with an edge of western touch, she also takes inspiration from nature that finds expression in her gowns, skirts, lehengas, sarees, blouses and kurtis.