Beauty is not merely about aesthetics, but about the depth of history and culture that brought that entity into existence. Beauty has its own intellectual identity; true beauty bears substance and sophistication. It is that beauty that true designers and phenomenal cultural thinkers yearn to bring forth to society. The immensely reputable fashion label Yeshan Sarees is one such brand that wants to bring fashion and women’s empowerment together in one powerful union. The social awareness campaign #BornToFly was created by the collective cultural intellect of Mir Momin, Co-founder and CEO of Yeshan Sarees; Yesshminni M.R. Ravindran, Founder and COO of Yeshan Sarees; and the internationally renowned Brand Expert, Prof. Dr. Jeffery Yap.
The wonderfully organised campaign features a diverse choice of four astoundingly talented, fearless, and ambitious young Malaysian women. Among them is the beautiful Mahaysyhaa Shriedhaa, a politically conscious feminist who is a model, veenai player, thirumurai singer, and makeup artist. This multitalented young woman bravely stands up to the oppressive beauty standards that society has placed on her. She reclaims her own space, individuality, and personhood through all that she does. The other brilliant women in this campaign, like the amazingly multitalented influencers Karyn Juliana Kan, Sabrina, and Nadia Mahmood, all echo this beautiful and brave defiance against the norms of society. These women perfectly encapsulate the core ethics of the #BornToFly movement as a campaign that stands against the incarceration of beauty as one defined thing. These women carve out new forms, definitions, and axioms for beauty in the 21st century. They express how beauty can be an entity that anyone could embody; how beauty, instead of being a cure, could exist on this earth as a form of liberation and freedom for all.
Mir Momin and Yesshminni Ravindran are both business partners who have immense care for their products, not just in terms of quality but also in terms of the meaning that the garment and the brand would bear. The essence of their brand is that it should act as a form of cultural and artistic archive. Each garment should be woven with absolute attention, sensitivity, and intellect in the art of heritage fashion. Their imperial flagship store is in Pavilion Bukit Jalil. The store itself was constructed with great attention to detail to immerse those who enter the space in the opulent roots of Indian heritage. It was this cultural and intellectual perspective that urged them to create this powerful social awareness campaign.
“As we celebrate the majestic allure of ethnic beauty through our timeless sarees, our mission extends far beyond mere fashion. With the #BornToFly campaign, we aim to ignite a profound transformation, empowering individuals to challenge prevailing biases and embrace their unique beauty. The leadership and strategic contributions of Mr. Mir Momin, alongside the unwavering dedication of Prof. Dr. Jeffery Yap, elevate our cause to unprecedented heights. Together, we embark on a transformative journey, championing diversity, and redefining the perception of beauty among women in Malaysia and throughout Asia.”
– Yesshminni M.R. Ravindran, Founder and COO of Yeshan Sarees,
Yeshan Sarees, as a fashion label, wants to produce meaningful fashion and be responsible for passing down cultural knowledge to their customers. Every thread bears the living memory of the centuries-old beauty of Indian fashion. From the Kanjeevaram to the Banarasi, each fabric from the Indian subcontinent bears the history, labour, and culture of the many people of the land. The diversity of the fabric’s nativity, the nature of its production, and the details of the print, all proudly speak of specific identities. In the age of meaningless fast fashion, it is astounding to see a prestigious fashion label actually centralise history and heritage in their production of luxurious garments. Yeshan Sarees is not just a mere luxury fashion label but a cultural movement that is preserving the immense depth and beauty of heritage.