Discover EKKE's 'The Timekeepers' Campaign: Timeless Indian Design

The Timekeepers: Redefining Timelessness in Indian Design

Mumbai: EKKE, a digital-first platform dedicated to showcasing contemporary Indian design, has unveiled its inaugural campaign, The Timekeepers. This unique campaign delves into the concept of timelessness within the realms of fashion and design, presented against the backdrop of an abandoned industrial mill. Here, the past and present intersect, creating a captivating narrative that transcends traditional timelines.

An Atmospheric Fusion of Past and Present

• The industrial mill serves as a blank canvas, setting the stage for a narrative that intertwines memory, transition, and modernity.
• The visual compositions within the campaign intricately weave together elements such as empty chairs, suspended fabrics, candles, and suitcases, forming a non-linear storytelling language.
• Human presence is deliberately minimal, with figures occupying parallel frames, symbolizing layered timelines and unique experiences within shared spaces.

The Timekeepers core philosophy lies in portraying fashion as a lasting form of expression rather than a fleeting trend. The garments showcased in the campaign celebrate Indian craft traditions while embracing contemporary design principles, embodying a transcendental quality that defies conventional fashion cycles.

Asmita S. Mehta, Co-founder of EKKE, expressed, "The Timekeepers concept stemmed from EKKE's fundamental question: what defines enduring design? Our fascination with the suspended nature of time led us to the industrial mill, a space detached from functionality, allowing the showcased garments to exist independently of seasonal constraints. EKKE's curation ethos mirrors this sentiment, seeking pieces that carry significance beyond a particular moment, shaping a more intentional future for Indian design."

A Curated Showcase of Indian Design Excellence

The campaign spotlights selections from EKKE's launch edit, featuring creations from over 100 Indian designers and studios. Notable names include Saaksha & Kinni, Khanijo, AKHL Studios, Doodlage, and many more. Each piece was meticulously chosen for its design clarity, innovative use of materials, and cultural resonance.

Siddh Mehta, Co-founder of EKKE, further elaborated, "Indian design is undergoing a cultural renaissance, marked by a surge of creative talent in fashion, jewellery, and lifestyle realms. However, there exists a longstanding disparity between this wealth of talent and its online visibility. EKKE was established to bridge this gap through deliberate curation, uniting designers who prioritize form, material quality, and longevity, in a platform that mirrors the evolving tastes of the contemporary Indian audience."

To explore the full campaign and discover the realm of The Timekeepers, visit EKKE's official website.