Crafting Jiwya’s ‘Made of Life’.An Ode to the Origin of True Luxury
Jiwya is built on the belief that true luxury comes from the soil, and goes back to it. Every one of our pieces is made from 100% plant-based materials, not an ounce of synthetics in our pieces or our dyes. And as we gently put plant-based fashion on the global stage, we are launching our ethos of ‘Made of Life’ for the world.
We have strived to capture our ethos by transforming our atelier into a riot of real plants and vines, symbolising 100% plant-based fashion, literally as nature’s regal gift – in the royal colour itself, purple. Here’s a peak at what went behind ‘Made of Life’.
Starting from Nothing and Letting Nature Take Over
The vision, penned by our Creative Director, Jeremy Hutchison, was simple but capturing Jiwya’s production process in its element: to put the royalty of natural world out there We built the set in our own atelier, starting off with how you’d expect a fashion studio with its pristine linens and drapes. But with Jiwya’s brand of magic.
As with Jiwya pieces, the set itself is guided by nature as we go on. We see a lone leaf pop up, and soon, the entire studio vanishes under a poetic, otherworldly canopy, showing how luxury lives in plants around us.
Stills from Jiwya’s Brand Film-Made of Life
Unlike traditional campaigns that foreground garments, this film deliberately shifts focus to what comes before them. The narrative celebrates soil, plants, fibres and artisanship, the living ecosystem behind every piece; and with them, the transparency of Jiwya’s production. By foregrounding source over surface, we invite viewers to reconsider what luxury truly means in a modern world.
On the concept itself, Jeremy says, “as a tagline and a campaign film, ‘Made of Life’ captures the essence of Jiwya’s ethics. Instead of placing clothes front and centre like most brands, we wanted to flip the narrative and tell a surreal story about where they come from. The mode of production is the real protagonist.”
Building the Closed Loop Set
Our process ensures that not an ounce of waste is generated from our pieces. So how could our set be any different?
We sourced all the plants from a local nursery in Nashik itself, where our atelier is located. After the shoot, some of the plants found a home with us, and the others went back to the nursery.
While preparing for the shoot, we found a lovely frog that you see in the video. The wee thing was not harmed in any way, and was in its natural environment throughout the shoot. We worked around the little guy.
Every piece of fabric in the film is the fabric that Jiwya uses, 100% plant-based. Every mannequin, every sewing machine, every table was our own and will be lovingly used for years to come. The hero machine you see, is the first machine with which we started our brand, and now stays with us as a humble reminder of our roots.
It was a living, breathing set – in every sense of the phrase.
BTS of making the real life, breathing set inside our atelier
Why purple?
The colour of royalty, purple, is the brand colour of Jiwya because it represents the standard we hold ourselves to. Purple has been hailed as the colour of royalty because it is one of the most difficult colours to dye, more so in plant colours. Purple represents our commitment to plant-based materials, and our steadfast belief in making fashion better for the planet and its people.
To bring this emotion, our Director of Photography, Avirat Rajendra chose fluid camera movements to express emotions rather than the product itself. He adds, "The biggest challenge was retaining Jiwya's linen shade while transforming the natural greens to their royal purple."
As Aishwarya, our co-founder and designer, said, “Everything we use at Jiwya comes from the soil. The soil is a living, breathing thing. And it's simple to us, that's why Jiwya is made of life. Every ingredient, colour, shade, button, thread, only comes from the materials that soil can give us.”
A Grand Vision, Transcended Onto the Screen
Jiwya was born out of the desire to change the way we interact with something almost 24 hours a day, our clothes.
Aishwarya says, “Jiwya is a frustration turned into a passion project, into a company, into a full-blown solution that we want to project in the world. This need to bring better fashion, this feeling that we should do better and bring out better solutions for something as simple as the clothes we wear, inspired us to create Jiwya.”
Adhiraj, our co-founder, says, “our campaign film shows nature taking over our industrial lives. It sends a message: in today’s digital world, being one with nature is the ultimate luxury, and that extends to the clothes we wear.”
Because for Jiwya, luxury isn’t created, it’s grown. As Jiwya is Made of Life.
