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British-Bengali designer Rokeya Khanum is revisiting her heritage for her brand's latest campaign. Titled "Roots," the campaign transports viewers to Khanum'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: 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, which blends the brand's signature eveningwear aesthetic with the distinctive draping often found in traditional South Asian clothing. Featuring vibrant hues of blue, pink, orange, and yellow, the capsule includes standout styles such as the Kalicea Mini Dress, Kiran Dress, and Kajol Dress.
