August 2026 – This Independence Day, The House of Rare turns its gaze to something often unseen, yet present in everything we wear – the hands of India.
“You see the garment. We see the hands.”
India has always been more than a backdrop to The House of Rare. Across its campaigns, the brand has travelled the length and breadth of the country, drawing from its landscapes, people, textures and energy to tell stories rooted in India. This Independence Day, The House of Rare looks beyond the frame to acknowledge the many hands that make those stories possible – woven by the hands of India, created in India, made by Rare.
From the cotton that begins its journey in Indian soil to the hands that transform it into fabric; from the makers who cut and stitch each garment to the people who bring the final product to life; from the hands that pack it into a shopping bag to the ones that finally take it home – every piece carries a story that extends far beyond what meets the eye.
The campaign film, titled “The Hands of India”, traces this journey through the many people and processes that come together to create what we wear and the stories we tell. It recognises not only the makers of the garment, but also the photographers, makeup artists, creative teams, storytellers and every individual whose contribution shapes the final expression.
The Hands of India is an ode to this collective force – to the millions of hands that grow, make, create, capture, carry and shape what India becomes. Because behind every garment is a chain of human stories. Behind every image is a hand that made it possible. And behind everything we call Indian is the work of many.
This Independence Day, The House of Rare celebrates not just the India we see, but the India we wear, make and create – one hand at a time.
ABOUT THE CAMPAIGN
The Hands of India campaign film is a visual ode to the people and processes behind every House of Rare story, connecting the journey from Indian soil and material to garment, image, story, shopping bag and, ultimately, the wearer.
ABOUT THE HOUSE OF RARE
Established in 2015 under the Radhamani Textiles umbrella, led by Mr. Manish Poddar – Founder, The House of Rare; and Mrs. Akshika Poddar – Co-Founder, The House of Rare, has bloomed into a multifaceted fashion powerhouse. Housing both Rareism, a womenswear line that embraces contemporary design for the modern woman, and Rare Rabbit, a menswear brand celebrated for defying traditional masculinity through its clothing. Both brands have a thriving E-Commerce presence, establishing themselves as leading forces in the representation of Western fashion within the Indian market. Boasting over 1100+ retail touchpoints across Exclusive Brand Stores, Large Format Retail, and Multi-Brand outlet, The House of Rare remains firmly committed to its core principles, driving its continued growth and success. In 2024, the House of Rare launched Rare Ones, a kidswear line catering to boys aged 04-14, and Rare’Z by Rare Rabbit – a footwear line that carries forward the brand’s contemporary aesthetic into footwear, combining sleek design, refined craftsmanship, and everyday versatility.
In 2025, the House of Rare launched a cultural platform called RareFore. It celebrates India’s creative spirit through culture, music, food, art, and storytelling – spotlighting those who stay true to their craft. Rooted in detail and emotion, RareFore offers layered experiences that honour the depth of Indian heritage as it travels across the country.
