For Radha Rathi, what started out as a profession in graphic design evolved into other disciplines under the heavy influence of the arts.
Her mastery as a visual artist and over a wide range of media, including photomontage, drawing, words, images and video, is visible with every project.
One observes a certain surrealism and intent in her work that is relevant to our space and time. Rathi, 36, uses her own experiences subliminally in her design, and states, “I want to create projects that can be an agent for cultural change of some sort through the ideas of diversity, body image, humanity and feminism.”
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She gives her subconscious a voice through her art.
“I’m drawn towards the nature of things, expressing human behaviour, a fleeting dream or emotions within the landscape of memories,” Rathi says.
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As can be expected, her body of work, ‘Memory is a non-living being’, is open to interpretation.
“I like creating visuals that aren’t straightforward or obvious. They give clues and let you project yourself onto it and fill in the gaps with your own experiences,” says Rathi, who works out of her studio at The Grid in RA Puram, and is sought out by fashion labels and photographers for her ability to create identity, infused with drama.
The recent Pure Essence campaign for KalpaDruma is an example. ‘Wish you were here’, a series for travel fashion brand Aish Life, consists of handmade collages sent through a dreamlike kaleidoscope to create an image that’s pleasantly immortal. Look out for her new work on Ashya, a NYC-based leather fashion brand.
See more of her on Instagram @radha.rathi.studio