Purple Television

[August 15 2012] : fashion

Jodhpur Jackie / Saloni F/W 2012

Jodhpur Jackie / Saloni F/W 2012 by Ellen Von Unwerth

This Film for the London based Indian label Saloni was inspired by the photographs of Jacqueline Kennedy’s 1962 tour to India – in particular those of the celebrations upon her arrival in Rajasthan with the Maharani Gayatri Devi. The film was shot by Ellen Von Unwerth supported by an international crew including Angelo Seminara, Georgina Graham, Julia Johansen, Rebecca Corbin Murray and an Indian crew of Tarun Vishwa, Muktya and Nikhil Mansata. Designer Saloni Lodha explains “My family are originally from Rajasthan so growing up the majority of my summer holidays involved visiting Jain temples and spending a lot of time in Jodhpur. It inspired me on my own visual journey to Jodhpur and to create our own ‘Jackie’ who goes on an unexpected, whirlwind and carefree adventure the likes of which she has never known. The collaboration between the brand and Ellen came about when Saloni met her in London a few years ago “I loved her boundless energy and enthusiasm. She was amazing to work with and very generous with her support. Her energy is such that on location nobody could keep up with her. A true inspiration”

Saloni explains her designs “Our aesthetic is centred around a combination of vibrant colours, hand drawn prints, draping, embroidery, versatile shapes and fun detailing this is all inspired by a specific type of woman. I have always thought that the SALONI woman is unique and beyond a classification of age or style. She is someone with an eclectic aesthetic and who seizes a feminine appeal without being too girly. Recently someone said that it is clothing for the woman who is always first and last on the dance floor which I really like.”

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