Raw Mango

e notion of tradition is bound up with the discourses of ethnicity

and nationalism. Typically invoking pre-colonial identities as the
basis of peoplehood, such narratives of common descent are
imbued with a strong sense of ‘pastness’, orientating the modern
self in traditional terms.

Among the basic postmodernist features also shared by

postcolonial ethics and aesthetics are the celebrations of the
transient, the fragmentary, di erence, heterogeneity, multiplicity,
contestation of foundational narratives, indeterminacy and
collage.

ne it. As
Raw Mango completes a decade, Sanjay Garg has ensured that
tradition remains at the heart of the brand.

Be it the use of colours that appeal to contemporary audience (rani

pink, parrot green); motifs that are quintessentially Indian
(marigold owers, elephants, and peacocks); or campaigns where
Indian customs and rituals are celebrated, every warp and weft in a
Raw Mango saree is a nod to the past with an eye on the
future.  e in uence of local textiles and
silhouettes is still present in his experiments with chanderi and
ikats.   
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 e brand is clearly associated with
heritage and tradition, it is pretty
evident as and how it inculcates
timeless pieces into its Instagram
pro le may it be a tapestry wave, gold
jewellery that adorned the hands of
e mummi ed Pharaoh
Heqakheperre Shoshenq II or a Head
Fragment from a plaque.
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Turning an “eye” to
Postmodernism
Raw Mango Spring Summer 2021
 Raw Mango is known for it’s luxurious fabrics, handlooms,
Indian textiles, and beautifully crafted pieces in colours that
cover several shades on the palette.

e brand usually sticks to classic themes for its

photoshoots, this time they decided to go for a rather artistic
approach with a dark theme and their followers did not take
it well.

e models were covered in red and green while their eyes

covered with huge porcelain eyes which resemble the ethos
of Postmodernism.

e brand shared images of its collection, in one of the

captions they explained the ‘other’ collection sharing,
“Supernatural as natural, surreal as real, what lies between,
alarms which protect, work with the given, the ‘other’
within.”

e models stood in the couture ensembles against arid

desserts and dry lands, the brand went on to add that the
collection was “calling to the other within us all”.
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Presentation by: