We drive past an old woman; my friend slows down the car to greet her.

“Julley”

“Julley”

As we drive on, I ask him how he knows her. He smiles back, he doesn’t know her personally, but that’s just the Ladakhi way of life. You simply can’t ignore someone you pass. Here you pick up any traveller waiting for a lift by the side of the road. If you can’t, you have to politely decline. The feeling of community is strong both because of the harsh terrain and the influence of Buddhism all around.

My experience of shooting the Joy campaign was one with the experience of ideation and creation of the collection. Festivities are about celebration, but they are also about being with families and an overriding sense of contentment. Joy is finding inner peace. It is the alignment of one’s thoughts and their experiences.