Ashish: Fall in Love and Be More Tender is the first major survey exhibition of Ashish Gupta, celebrating the designer’s high-glamour outfits and exploration of cultural identities, at William Morris Gallery. Designed in his studio in East London and handmade by artisans in his workshop in Delhi, Ashish’s practice places American and European fashion histories in conversation with indigenous textile traditions from across the world.
The campaign uses specially commissioned photography by Ashish Shah; featuring key looks from Ashish’s archive, the images take on a decolonising lens in celebration of Indian culture. The photographs are also wallpapered on William Morris Gallery's panelled walls to highlight and subvert the Georgian architecture of the building. The understated typographic approach – developed in close dialogue with Gupta – forms a lock-up that references 20th-century European art posters and explores the complex relationship between India and the West. The captioning throughout follows this refined approach, printed on a textured paper board to complement the painted chipboard finish of the bespoke plinths designed by EBBA architects.
