Hidesign launches 'Go Slow' Campaign

"Slow is a cultural revolution against the notion that faster is always better. The Slow philosophy is not about doing everything at a snail’s pace. It’s about… doing everything as well as possible, instead of as fast as possible. It’s about quality over quantity in everything from work to food to parenting." - Carl Honore, in his book ‘In Praise of Slowness’.

Craftsmanship at Hidesign has always been slow. Vegetable tanning, cutting leather by hand, solid brass fittings which are individually sand cast, small groups of production, hand rubbing and waxing each bag are the norm at Hidesign. This year’s marketing campaign highlights these values and lifestyle,embodied by the brand, long before they became fashionable.

Mr. Dilip Kapur, of Hidesign says, “A Hidesign bag is never made, it is ‘constructed’. A handcrafted product, lovingly produced by a master has distinction, individuality and soul – all essential to a feeling of personal luxury. This is what makes a Hidesign bag unique as compared to the China bags available by the dozen.”

The campaign features a series of exquisite photographs shot around Pondicherry by sculptor and photographer Mr. Rupert Lorhaldar. Commenting on the photography Rupert says, "A realistic approach was taken to capture these lovingly handmade modern classics in a moment of calm and openness, in an otherwise hectic world."

Each ad features an image of the ‘slow’ lifestyle along with a photograph of the handcrafting process of a bag, shot in Room no.5 at Le Dupleix, where the brand was founded 37 years ago. "The campaign’s visual language is that of wide open spaces, with Hidesign’s tradition of handcrafting and the brand story of Slow working seamlessly together. The campaign talks to a mindset, rather than an age group", says Ms. Sheila Bedi, art director and creative lead.

The Go Slow campaign by Hidesign launches in leading magazines, outdoors and online across the country this July, 2015. You could also join the #GoSlow campaign online.