MUMBAI: The House of Rare redefines summer fashion with its SS25 campaign film, ‘White Echoes’, shot in the snow-capped serenity of Kashmir. Known for its innovative storytelling, the brand has delivered a striking juxtaposition of seasonal contrasts—where breezy summer wear meets the frozen silence of winter.

The House of Rare comprising Rare Rabbit, Rareism, Rare’Z, and Rare Ones—has launched its Spring-Summer 2025 campaign with an unexpected twist. Titled White Echoes, the campaign brings summer fashion into the heart of winter, turning snow-blanketed valleys, misty trails, and frozen lakes into a bold new runway.

The campaign features The Ruby Edit for women and Summer Layers for men, blending style, comfort, and artistic finesse with a backdrop few would associate with summer fashion.

Conceptualised and produced entirely in-house, the campaign captures the spirit of pushing boundaries. "This campaign reflects the kind of storytelling we believe in," said The House of Rare chief business officer Pulkit Verma, "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 concept sparked from a single question by the brand’s founder, “Why not make summer feel cool by shooting it in the cold?” That seed of inspiration led the team to brave -7°C temperatures in Kashmir, turning adversity into art. The result is not just a campaign it’s an immersive experience.

The Ruby Edit for women celebrates expressive silhouettes light, flowing, and full of character. Think free-spirited kaftans, breezy brunch-to-beach dresses, co-ord sets that balance ease with edge, and dramatic yet wearable skirts.

Summer Layers for men leans into texture and tailoring, with bold prints, embroidered shirts from the Tuscan Sun line, and structured pieces from the Guild collection. The looks are rounded off with printed co-ords, shackets, mandarin collar shirts, and versatile denim—designed for modern, unpredictable days.