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Designers: Ishika Kumari Jain, Shreya P Gokarnkar and Sitara Vinod

Zatiti: A Tribute to Hip Hop

Zatiti, was designed by Ishika Kumari Jain, Shreya P Gokarnkar and Sitara Vinod, students of BSc. in Fashion and Apparel Design at JD School of Design powered by JD Institute of Fashion Technology, Bengaluru for JD Design Awards 2023. In Swahili, Zatiti means strong, a word that is deeply rooted in the world of Hip Hop. Through this collection, the young fashion designers wanted to pay homage to the influence and impact of the dance form on the world.

The collection is a tribute to the widespread impact of Hip-hop culture, both as a genre and as a movement. Hip-hop came into being in the 1980s and 90s and its influence quickly wove itself into music, art and of course, Fashion. Through their display, they paid ode to the different, often forgotten ways these artists fought to express themselves while the world was against them. Their music spoke of their struggles to establish their names in the industry and their fashion acted as a catalyst in creating a unique, distinct style of expression, one we can so easily identify today. The collection is a blend of their resilience and determination and each of the colours chosen represent a certain virtue associated with the Hip-hop community. Blue speaks of their power, white for their fight for freedom, green of their passion for life and red signifying energy and also the pop of colour that was commonly infused into their graffiti. Their signature relaxed, baggy silhouettes only added more depth to their contribution to the world and the fashion designers hope to showcase that through their collection. 

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JDDA 2023

Photography Credits: Prem Pandora, Deepak

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