First off; WHO IS EM-KAY?
We are a creative duo consisting of myself and photographer Kiran Gidda. We combine our individual skills to creatively direct shoots from which we produce fun and artsy digital content.
Since first blossoming in late 2016, the beginning of our journey has found us exploring subjects close to home; depicting our everyday lifestyle and the culture we are proud to be a part of as the youth. We are in a generation where young people are becoming more conscious of the world around them and learning to grow comfortable in the skin they are in.
Mums & Em-Kay
For our debut in presenting Em-Kay at our first art show, we decided to delve deeper into our exploration on our identity and ventured with a personal project.The British Asian youth are becoming increasingly aware of where they come from and aren’t shying away from it in a way they once were. In contrast to our first project, we took to the older generation and got our mums involved – since they grew up with a traditional Indian upbringing, they struggled with adjusting to their children evolving with the times so quickly, so we thought it would be interesting to style them like they were us.
The same way we love taking it back to our roots and incorporating our cultural traditions into our everyday lifestyle, we brought our mums up to speed to show them that they can do the same with the trends they’re so reluctant to get with. After years of telling us “I wish I could pull that off, but it would never suit me”, we took it upon ourselves to prove to them they can, and they looked damn good!
We styled our mums in clothes that we’d wear whilst catering to their levels of comfort, incorporating Indian culture using traditional jewellery and accessories.
Hosted at WAH Nails in Soho, the night was a huge success, with a wonderful turn out accompanied by music, drinks and free henna. We also gave out goodie bags made my ourselves with Em-Kay lighters, bandanas, bindis, stickers and more.