Smelting is a fashion brand born from my exploration of the theme of fusion and focuses on contrasting and unexpected ‘connections’ within an art form, specifically in India, that results in creative brilliance. Here I have explored three different art categories. The theme is extended into the project’s concept development and design direction. The ideas are presented in conceptual, visual, and textual ways to communicate lifestyles, cultures, communities, and identities. Through my explorations in the fields of Fine Arts, Culture and Architecture in India, a remarkable connection was noticed in the truest and eloquent art of ‘fusion’. Be it the blend of an alloy in Dhokra Art, the merging of the animal with the human form seen in the Hindu Diety of Lord Ganesha, or the integration of artistic detail in architecture done by artisans from different religious backgrounds evident in the historic monument of the Qutub Minar, fusion forms the core of the aesthetics and impacts like none other.
Researching, curating and presenting a collective of multimedia approaches and iterations of visualized design solutions the visible world of fusion gives birth to the unique fashion brand of ‘Smelting’. Developing a well-defined capsule fashion collection within an editorial format, this project also consists of developing the brand identity that includes the logo design, brand collateral design, and branding strategies where the essence of fusion is viewed and experienced all at once.