Not every rebel wears black. Some, like Karan Torani, turn up in a safed kurta-pyjama. At times, a printed shawl or waistcoat takes centre-stage for the camera lens. Like it does when he gives a video interview for his new festive collection titled, Sindhi Tent House (STH). The 29-year-old designer sits with his legs crossed, feet bare and says to his social media audience: “I always feel like us middle-class individuals never think or feel that our stories are special enough to be celebrated. We don’t celebrate our legacy, our families”.

The clothes, mood, a handpicked cast of Lillete Dubey, Richa Chadha, Denzil Smith, Natasha Rastogi and Vijay Varma, digital creators like Kusha Kapila and the models who feature in STH’s digital campaign are united by the belief that fashion can be at odds with the recent tropes of luxury. It is about the joy of being the outsider, the fun of maximalism—both socially and artistic. “Culturally we are not a minimalist country, we are obsessed with glamour, colour and textures and that’s been a big learning.”