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The Vishesh Verma Campaign for the World Gold Council Reinvents Tradition

 - Sep 20, 2011
References: visheshverma & visheshverma.squarespace
Gold is often considered a traditional metal for making jewelry, especially in countries like India, and Vishesh Verma takes this into account with this campaign for the World Gold Council. Gold is meant to be worn on special occasions such as weddings and other functions but when it comes to modern gold jewelry worn on an everyday basis, the scope is very low. Only a few designers make modern jewelry using gold which is why more and more people are trying to make gold a more wearable material.

This campaign for World Gold Council, shot by Vishesh Verma, seeks to do just that -- highlight the functionality and beauty of modern gold jewelry. Featuring Indian model Vipasha Agarwal, the campaign features her dressed in warm pinks and saffrons, showing off the yellow metal in all its glory. The mood of the photoshoot is playful and bright and a far cry and from the normal Indian perspective on gold. What's not to love about the reinvention of the metal in modernly styled ornaments?