Social Media Strategy & Design, Content Writing
Paiwand
The Story
“Paiwand lagana” is a colloquial Indian phrase which means to patch or repair. After winning the McArthur grant for pioneering a unique upcycling solution for textile scraps, Ashita founded Paiwand. The studio is inspired by the traditional legacy of mending which was so integral to the Indian psyche and is an ode to the bygone culture. Based in the heart of a dwindling weaving cluster in the capital of India, Paiwand wanted to communicate their unique operating model with the world, for the model is too deeply entrenched in community to be simply a business.
By inviting fashion labels to send their textile waste to be upcycled into new fabrics and creating their own collections, the story which needed to be told was one of circularity by design, creating consistent dignified employment for artisans and revitalising local crafts communities. This new approach to social media leans heavily into the written word to effectively communicate the brand’s expertise whilst sharing a mix of educational, promotional and artistic content.
clusters of creatives
Following a thorough audit of their existing social media and developing simple, yet effective strategies to start more meaningful dialogues with followers, we leaned heavily into both the design and the writing.
This sample of creatives demonstrate how each post creates intrigue, tells its own unique story and always ties back to the larger ideology – all in the unique tone developed for the brand.
Introducing ‘The Woven Bungalow’ commissioned by Vogue for their Forces of Fashion event.
Launching SS26 with a styling guide, which offers pairings with past silhouettes.
The fifth – a foray into the world of art
Invited to participate for a parallel vertical of the India Art Fair, Ashita began experimenting on a new canvas with her textile scrap based embroidery – wood.
A set of written briefs, concept notes and press releases were drafted to support the artwork and present the founder’s vision, execution and intent.
Impact
5 months, 2 collections, 1 art show, international workshops, popups, a rise in traffic directed to the website shop and a consistent, organic growth in following.