Creating the Look | The Anatomy of Fahad Hussayn's Signature Eid Lawn Shoot

Creating the right visual imagery for your brand is necessary to evoke the right emotional reaction which in turn helps your audience connect to your brand’s philosophy. And this is why Fahad Hussayn has always paid special importance to art direction in all his shoots. For the purpose of his label’s Signature Eid Lawn SS ‘21 shoot, he partnered with Articulate Studios to recreate history, literally. Whether it was creating a picture-perfect tablescape, a heirloom mansion, an old world luxury bedroom or a nostalgic epochal garden, the team behind Articulate Studios made sure that everything feels real yet magical.

Eesha, the owner of Articulate Studios says ‘Successful art direction is not the interplay of random aesthetics but is the result of a vision that brings everything together. I started off with sketches and 3D drawings to create the foundation of the set and then used some vintage artifacts as props to create the actual set. I used props such as furniture, draperies and various decoration items to complete the set. Art direction for me is a collaborative art form where individuals from all backgrounds join hands to create the ideal atmosphere’. 

Because the theme of this shoot was to depict a traditional setting, choosing the right location was key. And Shalimar House was chosen for the sole purpose of providing that feel of a grandiose mansion inhabited by an aristocratic family - The Wazir family as depicted in the shoot’s accompanying fashion film ‘BABULAA’. Placed in a beautiful colonial setting juxtaposed against post-colonial architecture, the setting depicts the fact that times may change, but traditions stay the same and need to be passed onto future generations, because traditions are what make a household.

But one of the most interesting challenges was to create the look of a traditional festive banquet. From the placement of the finest china and silver, to the use of vintage candle-stands, Articulate Studios made sure that the tablescape aesthetics stay true to the times and there are no anachronistic errors. 

This is why Hussayn likes delving into the minutest of details on his sets because he feels that creating the right aesthetics is key to making sure that your brand stays relevant and memorable for the public.