April 17, 2025 — The House of Rare, one of the most celebrated apparel houses in India has unveiled its Spring-Summer 2025 campaign film. The film represents the juxtaposition of the two seasons, showcasing a collection designed to be the perfect antidote to the heat.
The campaign White Echoes is shot amidst the beautiful and serene landscape of Kashmir, where snow-draped mountains become the unexpected backdrop. Conceptualised and produced entirely in-house by the team at The House of Rare, the campaign is a daring celebration of contrast, creativity, and craftsmanship, where summer style meets winter’s chill.
The campaign is set against the ethereal landscapes of snow-blanketed valleys, frozen lakes, and misty mountain trails, with the red trail symbolizing as the runway, creating a fabulous visual for the audience. White Echoes is more than just a fashion film—it’s an emotion. The crew, facing biting winds and freezing air, pouring passion and perseverance into every frame. And standing strong with them was the warmth of the local Kashmiri community, whose support helped transform adversity into art.
It all began with a spark of inspiration: “Why not make summer feel cool by shooting it in the cold?” That single question from the brand’s founder set the tone for a campaign unlike any other. The team packed their bags, braved -7°C temperatures, and headed into the heart of Kashmir, turning a creative challenge into a cinematic experience.
“This campaign reflects the kind of storytelling we believe in,” said Pulkit Verma, Chief Business Officer at The House of Rare. “White Echoes is more than a campaign—it’s a statement. It reflects our belief that fashion should move people, surprise them, and challenge the ordinary. Kashmir gave us a stunning canvas, but it was the resilience of our crew and the soul of our collections that brought the story alive.”
The collection featured in the campaign echoes confidence, coolness, and character. Highlights include-
For Her – The Ruby Edit
The Ruby collection brings together silhouettes that are light, flowing, and unapologetically expressive.
From free-spirited kaftans that dance with the wind, to dresses that transition from brunch to beach, Co-ord sets that blend ease with edge, and Skirts come with soft movement and sharp style, perfect for summer days with a sense of drama.
For Him – Summer Layers
Bold prints, relaxed tailoring, and textural intrigue define the menswear showcased in White Echoes.
The campaign features their standout Tuscan Sun collection, featuring embroidered shirts that bring craft into everyday wear, and pieces from the Guild collection that fuse structure with artistic flair. Printed shirts and co-ords play up personality, while shackets and mandarin collar shirts offer modern layering options ideal for unpredictable days. Grounded in comfort and style, the line’s denims are as versatile as they are distinct.
The House of Rare’s SS25 campaign film breaks away from conventional portrayals of summer fashion by setting its story amidst the serene white valleys of Kashmir, where cold winds sweep across icy lakes. This unexpected backdrop not only sets the brand apart from the norm but also reflects its bold commitment to crafting a distinctive and unconventional narrative.
