For the launch of organic cotton bedwear brand SUTRAM, founders Kate Fowler and Rukaiya Daud were after something that would drastically differentiate the brand from competitors in the local and international markets. At the time, beds were almost always captured perfectly static and arranged, not a crease in sight. SUTRAM instead, wanted to celebrate the bed in all its forms (including the mess) as a place that punctuates the day, and welcomes you wherever you are.

The name SUTRAM is in reference to the Sanskrit and Tamil word sutra, lightly translated to string or thread, plan or overarching formula. Sutras must be concise, meaningful and true. We wanted the campaign to feel exactly like that: simple, without artifice. People in bed, everywhere, anywhere, showcasing the bed as a space that connects and represents a shared humanity. The bed connects us to our own spaces, our daily rhythms, and through the universal need for sleep. It is a metaphor for the warmth of an embrace; a refuge and home; a source of daily retreat and renewal. A bed is a place, a feeling, a container between today and tomorrow. It’s the setting for many of life’s most authentically felt moments. We find beauty in the layering of it all: the raw and the real, the funny and the heartfelt, the mundane and the momentous.

Photography: Jake Terrey
Talent: Mei Zhang, Jake Terrey, Mikka Byarugaba, Azzam Mohamed and friends, Eduardo Santos
Production: The Artist Group