India’s leading eyewear brand takes inspiration from Kashmir art

Unveils 'Gulmarg' collection with Pinjrakari art

India’s leading eyewear brand has taken inspiration from the rich tapestry of Kashmiri art to launch a unique eyeglass collection.

Lenskart has come up with a new eyewear collection ‘Gulmarg’ which displays Kashmiri art ‘Pinjrakari’.

As per news agency—Kashmir News Observer (KNO), on Monday, the eyewear giant released the promotional videos of “Gulmarg” which pays homage to the intricate art form originating from the picturesque valley of Kashmir.

The video features Bollywood actors Mrunal Thakur and Ishwak Singh, who transport the audience to the enchanting landscapes of Kashmir.

In the video, the makers have made use of symbolic representation of Kashmir by introducing Rabab, Kangri and Kehwa.

Each eyewear in the Gulmarg collection embodies the intricacies of the region's artistic wooden lattices, a visual testament to the craftsmanship that has thrived for generations.

The hallmark of the Gulmarg collection lies in its carved temples reminiscent of the geometric woodwork found in the traditional 'pinjras.' These finely crafted temples add an enchanting touch of old-world charm to the eyewear, creating a stunning juxtaposition of heritage and contemporary style.

“Each frame in this collection is a canvas that carries the story of Kashmir's rich artistic heritage and its timeless charm. From intricately carved temples that pay homage to the 'pinjras' to the fusion of traditional craftsmanship with contemporary design in the hybrid frames, every detail has been carefully curated to reflect the spirit of the region,” Ramneek Khurana, co-founder, Lenskart stated in a statement.

Pinjrakari, is a labour-intensive, time-consuming, patience-testing, and expensive craft. It is similar to the other wood-based craft, the khatamband, which requires carved wood pieces to be joined/slotted together without using other elements such as glue, nails, etc.

The new design seems to have gone well with the eyewear lovers who described the collection as ‘mesmerising.’

“These eyewear are elegant given the use of pinjakari used in it. Kashmir has been known for its craft and LensKart has done a great job by introducing Kashmiri art in its eye wears,” posted Asif Khan in the comment section of the promotional video