Making a statement at New York Fashion Week can be a huge undertaking. In addition to designing an actual collection, designers are tasked with strategically deciding how to best present their work. For Sachin and Babi Ahluwalia, who executed large-scale runway shows and presentations in the past, this season provided an opportunity to pursue a new tactic centered on their brand identity and consumer message. “This collection was designed for everyone and we are hoping that the versatility of the collection can resonate with women of all ages and sizes,” the design duo stated in a joint email. To convey that message, they worked with Maye Musk on a unique digital campaign and lookbook. We checked in with the designers on this season’s campaign, the changes they are hoping to affect within the industry, and what they want you to know about Sachin & Babi.

You had a unique approach to NYFW this season. Tell us a bit about your campaign.

This season, we chose to forgo a traditional runway show and instead created a lookbook and video campaign with 69-year-old powerhouse Maye Musk. We are so inspired by Maye. She is a mother, scientist and entrepreneur, and has been a working fashion model for the last 50 years. By casting her, we hope that she will connect with our consumer on a deeper level and communicate our core values and designs.

How have you seen the industry shift in the past few years? What changes do you feel still need to come?

We feel that the industry has gotten more inclusive but there is still a long way to go. It’s equally important to communicate with your consumer your brand values and what you stand for in fashion and beyond it. We’ve started initiating changes in our business for instance. Last year, we extended our sizing to size 18.

What are you hoping to communicate to the public via this campaign?

That we are the designers for the people and age is just a number.