Mohtaram – My Summer SHANGRI-LA

Inspired by the 1933 novel by James Hilton (and later turned into a movie, It is best remembered as the origin of Shangri-La, a fictional utopian lamasery located high in the mountains of Himalayas.)

Though the location of Shangri-La remains unknown, Hilton’s main source of inspiration was the Hunza Valley, which he visited few years before Lost Horizon was published.

Shangri-La has become synonymous with any earthly paradise, particularly a mythical Himalayan utopia – a permanently happy land, isolated from the world. In the novel, the people who live at Shangri-La are almost immortal, living hundreds of years beyond the normal lifespan and only very slowly aging in appearance. The name also evokes the imagery of the exoticism of the Orient.

This Spring/Summer, Mohtaram discovers the roots for Hilton’s inspiration and pays homage to the hidden treasures of our native motherland.







My Shangri-La beneath the summer moon
I will return again
Sure as the dust that floats high in June
When movin’ through Kashmir…
Kashmir | Led Zeppelin















The juxtaposition of orientalism with traditional aesthetic, coupled by the mood of snowcapped mountains paving way for the arrival of spring – the cherry blossom and magnolia flowers – is at the heart of the campaign.








The collection uses a range of intricate luxury fabrics, hand-picked from world over, to create a form that shifts from flowing silks to figure-hugging jerseys.

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