The HOLIDAY ALBUM

Cord reimagines Indian craft through a nostalgic lens, with its latest campaign capturing the magic of travel and in-between moments.

- Words NURUL FIRDOUSEE

My first glimpse of Cord's whimsy-infused world was through its autumn/ winter 2025 campaign, a set of images of a vibrantly coloured collection aptly titled Daydreamers. The ethereal quality of the imagery echoed what the founders later described as a core influence—a distinctly dreamlike approach to design. Helmed by Neha Singh and Pranav Guglani, the Indian label spins nostalgia through a modern lens, drawing on bygone times to evoke its emotional storytelling.

Almost like a time capsule preserving memories from a particular period and place, Cord's creations are closely tied to its cultural references, yet undoubtedly current. That idea has been there from the beginning. The brand started off with bags and accessories before slowly expanding into ready-to-wear, always with the intention of creating pieces that are able to live beyond the churn of trends.

Its latest campaign for spring/summer 2026 captures the softer, more intimate edges of a family holiday, whether through simple conversations over a meal or games that have been passed down through the years. Titled Album 91, it romanticises the sweet in-between moments and the emotional residue of travel. As the founders put it: "It is never only about the destination, it is also about the journey." The lineup leans into the season's bright hues through yellows, blues and soft pastels, intertwined with artisanal techniques like embroidery and patchwork.