Yumi Apparel

The brief.

Yumi is a contemporary Indian womenswear label whose differentiator lives in the craft itself — natural fibers, block-printing, embroidery, and a supply chain built around village artisans and women weavers. The marketing brief wasn't to invent a story; the story was already true. The job was to build a digital presence that made the craft visible and a fashion-conscious audience willing to pay for it.

In a market crowded with both heritage labels leaning on legacy and Insta-fast brands leaning on volume, "sustainability" was a pile we had to stay out of.

The work.

We treated the social presence as an editorial section, not a feed. Each garment got the same three-view treatment — hero, detail, in-context — and the calendar paired every product post with a story-of-the-craft post: the block-printers, the embroiderers, the women on the loom.

Photo direction stayed deliberately quiet — rustic surfaces, natural light, the garment centered, the styling out of the way. The shoot was structured by SKU so a single tight day on set produced enough material to carry the social calendar for a quarter and feed the brand's e-commerce pages without a re-shoot.

Account work covered shoot direction, retouch reviews, the editorial calendar, and the educational thread that ran beneath the product posts — explaining the techniques, naming the artisans, and giving the audience a reason to pay attention.