The “Taash” campaign for Mati‘s Fall/Winter 2022 collection is a wonderfully eclectic and playful celebration of both Diwali and Halloween, merging the festive spirit of both celebrations with a bold fashion statement. The name “Taash”, which means “playing cards” in Hindi, is an apt choice, as the campaign’s visuals draw inspiration from the world of card games, jesters, and theatrical performances.

The styling of the models, with their jester and harlequin-inspired looks and Halloween-esque makeup, immediately evokes a sense of whimsy, fantasy, and mystery. The exaggerated, quirky makeup and costumes — think bold face paints, graphic eye designs, and eccentric, avant-garde styling — blend elements of the playful, unpredictable nature of jesters and the darker, dramatic flair of Halloween. This surreal, theatrical quality not only adds a sense of fun and intrigue but also brings a sense of exaggerated drama, fitting for both the joyous yet intense energy of Diwali and the mischievous undertones of Halloween.

The imagery being transformed into a set of playing cards ties in beautifully with the campaign’s playful yet strategic approach. By turning models into stylised figures of cards — jokers, queens, kings, or even aces — the campaign metaphorically plays with the concept of fate, chance, and fortune, which align with the celebratory, sometimes unpredictable nature of both Diwali and Halloween. The mix of festive aesthetics with the unpredictability of a deck of cards creates a visual narrative that’s both mysterious and alluring, as well as celebratory.