Mannam
Mannam is a UK-based South Asian womenswear brand specializing in modern interpretations of traditional Pakistani and Indian attire. Their collections feature garments crafted from luxurious materials such as pure raw silk and organza, including kaftans, kameez sets, phiran sets, sari sets, and shalwar sets. Mannam aims to cater to the South Asian diaspora by offering elegant and contemporary designs that celebrate cultural heritage.
The Challenge
Mannam wasn’t your average clothing label. It was a bold fusion of heritage craftsmanship and contemporary design, celebrating South Asian identity through luxurious fabrics and statement silhouettes. But in a crowded market of fast fashion and mass-produced ethnic wear, Mannam initially struggled to carve its niche.
Our Approach
We knew Mannam wasn’t just clothing; it was a statement of identity. We immersed ourselves in the lives of modern South Asian women — creatives, entrepreneurs, cultural connectors, and heritage keepers. Our key takeaway? They weren’t drawn to fast fashion fads or surface-level trends. They craved authenticity, cultural pride, and designs that honored tradition while embracing modernity. They sought a brand that reflected their layered identities — bold, rooted, and unapologetically elegant.
The Solution
We unveiled the #WearYourHeritage campaign — a multi-sensory celebration of tradition reimagined for the modern muse.
- Striking Visual Storytelling: We crafted visually arresting campaigns featuring strong, elegant South Asian women confidently adorning Mannam’s luxurious kaftans, sari sets, and shalwar suits against both urban and natural backdrops — from London streets to timeless heritage landmarks. Every frame radiated grace, culture, and contemporary strength, visually embodying the spirit of Mannam.
- Immersive brand experiences: We brought Mannam to life through exclusive pop-up showcases, private styling sessions, and cultural exhibitions during key South Asian cultural festivals and fashion weeks. These experiences allowed audiences to engage with the craftsmanship, heritage textiles, and stories behind each piece — forging an emotional connection beyond the garments themselves.
- Authentic Influencer Collaborations: We partnered with celebrated South Asian fashion influencers, creatives, and cultural icons across the UK and globally, whose lifestyles and values aligned with #WearYourHeritage. Their personal style stories, event appearances, and digital content breathed life into the campaign, inspiring a new generation to embrace their roots with contemporary elegance.
Results & Impact
The #WearYourHeritage campaign wasn’t just a collection launch — it was a bold statement of identity and a celebration of cultural elegance, achieving:
- 👗 Explosive Brand Awareness Mannam transformed from a niche designer label into a recognized name among South Asian fashion enthusiasts in the UK and beyond, igniting interest among style-conscious women who value tradition with a modern edge.
- 📈 Soaring sales growth: Sales surged as Mannam’s luxurious kaftans, phiran sets, sari sets, and silk pieces captivated a growing audience. New market segments embraced the brand, while loyal customers formed the heart of the #MannamCollective — a community proud to wear their culture beautifully.
- 🏆 Award-winning creativity: The campaign earned global acclaim, including 17 prestigious awards from the UK's Academy of Chocolate within its first 100 days. Its unique fusion of Indian flavors and immersive chocolate experiences positioned Manam as a disruptive force in the global craft chocolate movement.
- 🌸 Unleashing a Cultural Movement More than just clothing, #WearYourHeritage became a rallying cry for women embracing their roots, unapologetically owning their traditions in modern spaces. Mannam isn’t just a label; it’s a lifestyle, a badge of honor for those who wear their culture with pride and grace.
Mannam’s story is a testament to the power of heritage-driven
storytelling and connecting emotionally with your
audience. By celebrating tradition through contemporary design, we helped them turn fashion
into a cultural statement
One timeless outfit at a time.