Khanum's Tributes the Brand's Bengali Roots in Its New Campaign

British-Bengali designer Rokeya Khanum is revisiting her roots for the brand's latest campaign. Aptly titled "Roots," the new campaign sees Khanum's transport us to the brand's "spiritual and ancestral home" of Bangladesh. Paying tribute to the designer's family and their generational garment legacy, the new visuals also support Khanum's unique vision of opening a female-run atelier in rural Bangladesh by 2028.

"I created Khanum's as a love letter to duality," Khanum writes in a statement. "To the women who move between identities with grace and grit. Women who pray and protest. Who wear salwar kameezes and slip dresses. Who are done apologizing for not fitting into neat boxes. It's more than fashion - it's identity. It's a reclamation. It's freedom."

The campaign spotlights the "Roots" capsule collection, blending the brand's signature eveningwear aesthetic with the signature draping often found in traditional South Asian clothing. Featuring vibrant hues of blue, pink, orange and yellow, the capsule features standout styles like the Kalicea Mini Dress, Kiran Dress and Kajol Dress.

Take a look at the new capsule above and head to the Khanum's website to shop.

In other campaign news, check out the latest collaboration from Nike and NorBlack NorWhite.

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