'JIJIVSHA'
Varanasi, India.
Where the sacred Ganges flows, with its people whispering prayers in hope of renewal and positivity. Here, we draw inspiration for our spring summer collection, rooted in the concept of Jijivisha—the strong desire to live fully and embrace life.
"Jijivisha" comes from the Sanskrit root "jīv," meaning "to live."
It embodies the human drive to find meaning and purpose, pushing us to seek experiences, knowledge, and growth despite life's challenges.
Traveling and connecting with people are at the core of what we do. At Merely Made, we celebrate the journey, the people, and the stories that shape our world.
Every collection, our journey takes us across the globe, finding inspiration in diverse landscapes and cultures.
This season, the holy city of Varanasi, its narrow and busy streets where cows wander and its connection to the Ganges have inspired our campaign.
Here, life pulses with an undying spirit, and the daily rituals reflect a profound will to welcome life. Walking the ancient ghats, and strolling among the honks of the scooters, we see the Ganges welcoming equally all kinds of people from all over the country and purifying those who seek its blessings no matter the status.
Shot in Varanasi, Uttar Pradesh, India in 2024.
