Mumbai, Feb 4: Ray-Ethnic, the iconic women’s fashion brand, today unveiled “Portraits of Purpose,” a campaign celebrating womanhood in its truest form — women who define success on their own terms through courage, choice, and conviction.
The campaign is a tribute to real women from diverse walks of life — creators, entrepreneurs, professionals, caregivers, and changemakers. Through intimate documentary-style visual narratives, Portraits of Purpose captures women in the spaces where they lead, create, nurture, and persevere. The stories are not posed ideals but lived realities, offering candid glimpses into the journeys, values, and decisions that shape each woman’s path.
Each chapter combines a portrait series with conversations, reflecting both moments of reflection and action, celebrating the everyday power of showing up authentically.
“Through Portraits of Purpose, we wanted to honour the quiet strength and clarity that women carry every day,” said Trisha, Brand Manager, Ray-Ethnic. “These stories are not about perfection or performance. They are about intention, courage, and authenticity. Our garments simply accompany these women as they move through their lives.”
Rooted in Ray-Ethnic’s philosophy of mindful fashion, the campaign reinforces the brand’s commitment to real representation, sustainability, and craft-led storytelling. By supporting over a thousand women artisans across India and reimagining traditional blocks, Ray-Ethnic continues to place women — both creators and wearers — at the centre of its narrative.
Portraits of Purpose will be showcased across Ray-Ethnic’s digital platforms and in-store screens, inviting audiences to pause, connect, and celebrate womanhood led by purpose and pride.