Every Women’s Day, we sit down as a brand and ask ourselves one question. What can we do better?
These conversations look different from any other brainstorming sessions. We are not thinking about sales, engagement, or metrics. We think about responsibility. About how the ecosystem of Sureena Chowdhri shows up for the community it exists within. About the work we do, and the people we create it for.
Reflecting on Inclusivity
This year, that reflection led us to the idea of inclusivity. What does it really mean when a fashion brand says its clothes are for everybody? Inclusivity is more than a word or a statement—it is a practice. It is about creating space for every shape, every story, every voice. It is about seeing people in their fullness, and letting that recognition shape the work we do.
Meeting Zainika
When we met Zainika, we were drawn in by her humour, her confidence, and her sense of style. She has a presence that is both effortless and bold, and it immediately made us rethink how we approach representation. As we spent time with her, it became clear that most fashion narratives still leave people out. They define beauty narrowly, and belonging even more so. Zainika reminded us that clothes, and the way they are shown, can either invite someone in or make them feel unseen.
Styling for Personality
For this shoot, we wanted the styling to reflect the joy, confidence, and vibrancy Zainika brings into a room. We opted for the Lemon Breeze Kurta Set to match her bright, playful energy. The soft silk chanderi drapes fluidly, while the subtle embroidery adds delicate detail without taking away from her natural presence.
In contrast, we chose the Pin Tuck and Lace Kurta Set to give her a more fun, experimental look. Pops of red against soft neutrals brought a lively energy to the styling, echoing her confidence and willingness to play with color and texture. Each piece was chosen not just for how it looks, but for how it feels when worn, and how it allows her personality to shine through.
Behind the Scenes
Behind the scenes, the energy was unmistakable. Zainika moved with ease, laughed between takes, and brought a natural confidence that shaped the way the clothes were styled. It was not about posing perfectly or fitting into an idea of beauty—it was about inhabiting the clothes fully, letting them move with her, and letting the camera capture a truth that is often missing in fashion imagery.
A Belief We Live By
This International Women’s Day, we are not here to make a statement. We are standing firmly by a belief we choose to live by, every single day: fashion, and the clothes we make, are for every-BODY. Every choice we make—from fabric and cut to color and styling—is shaped by this responsibility. Representation cannot be occasional or performative. It must be intentional, consistent, and embedded in the way we work at every level.
Fashion, like art, belongs to everyone. It is a medium of empowerment, a space for joy, and a language that is felt as much as it is seen. This Women’s Day, we recognized our responsibility as a brand to ensure that our representation is as inclusive as our intent. To ensure that every person who sees our work can imagine themselves in it, can feel seen, and can feel invited to participate in the world of craft and style we are creating.
Fashion for Every-BODY
The work is ongoing. The reflection never ends. But as we move forward, we carry the reminder of Zainika’s presence, the clarity of our question, and the quiet insistence of our belief. Fashion is not a statement; it is a space, a language, and a practice. It is for every-BODY. And it always will be.
