Mumbai: In a refreshing take on seasonal storytelling, The House of Rare, one of India’s most celebrated apparel houses, has launched its Spring-Summer 2025 campaign film, White Echoes. Set against the breathtakingly cold and snow-covered backdrop of Kashmir, the campaign delivers a striking visual contrast, capturing the essence of summer fashion in an entirely unexpected setting.
The concept: make summer feel cool—literally. The House of Rare’s creative team took that challenge to heart, packing their bags and braving sub-zero temperatures to craft a campaign that blends artistic ambition with fashion-forward storytelling. Shot entirely in-house, the campaign showcases the new SS25 collection through ethereal visuals of frozen lakes, misty trails, and snow-clad valleys—Kashmir becomes not just the location, but a character in the story.
“This campaign reflects the kind of storytelling we believe in,” said Pulkit Verma, Chief Business Officer at The House of Rare. “White Echoes is more than a campaign—it’s a statement. It reflects our belief that fashion should move people, surprise them, and challenge the ordinary. Kashmir gave us a stunning canvas, but it was the resilience of our crew and the soul of our collections that brought the story alive.”
The film captures the brand’s philosophy—juxtaposing the warmth of summer wear against the chill of snow, with a symbolic red trail winding through the icy white landscapes, transforming into a surreal runway. The support of the local Kashmiri community added authenticity and heart to the project, transforming creative adversity into a moment of cinematic poetry.
Collection Highlights:
For Her – The Ruby Edit
The womenswear line exudes freedom and expression, featuring:
- Flowing kaftans, co-ord sets, and skirts with soft movement and bold silhouettes
- Brunch-to-beach dresses designed for effortless transitions
- Styles that capture the drama and vibrance of summer with elegance
For Him – Summer Layers
Menswear leans into texture and relaxed sophistication with:
- The Tuscan Sun collection: embroidered shirts blending craft and comfort
- The Guild line: structural yet artistic pieces that stand out
- Printed shirts, mandarin collars, and modern shackets for versatile summer layering
- Statement denims that balance cool with comfort
With White Echoes, The House of Rare sets a new benchmark in fashion filmmaking, breaking away from traditional sun-soaked summer visuals to explore a cooler, more unexpected narrative. The campaign not only showcases the SS25 collection, but also reinforces the brand’s identity as a fearless innovator, committed to crafting bold stories through fashion.
