Design is not just about aesthetics or functionality. It’s about creating something with a larger purpose and impact on the world. Kal Kalim’s philosophy “Design is in the Purpose” emphasizes that designers have a responsibility to understand the needs of today’s world, especially in the face of widespread inequality, the climate crisis, and failing societies.

In a world where the pursuit of profits and material success has taken center stage, it’s essential to realize that design can no longer be divorced from its larger context. Designers must be mindful of the impact their creations have on society and the environment. They must consider the effects of their work on future generations and strive to create solutions that are sustainable and equitable.

Design with purpose means understanding that design is not just a tool to sell products but a tool to create solutions that address some of the world’s most pressing issues. It means being empathetic, curious, and committed to finding solutions that are inclusive, diverse, and socially responsible.

‘Design with purpose’ is about designing for the greater good, and that’s what we need more of in today’s world. By embracing this philosophy, we can create a better world, one design at a time.


METAPHOR was a designer’s attempt to reflect on the changes that we as a society have consciously embraced by continuously liberating ourselves from the dogma which we have lived with for centuries. This collaboration between World of Jass and Kal Kalim is a continuation of his previous work showcased at the Adelaide Fashion Festival in 2015, 2016 and 2017. The label was inspired by the changing face of our society that gradually was opening up to diversity and becoming an all-inclusive world. It doesn’t discriminate on the basis of gender.
Metaphor is the change that humanity should have made long ago – the change that many have fought against but only a few have fought for. Metaphor is the courage to fight prejudice, hatred and discrimination. Metaphor is the new age of acceptance, inclusion and equality. Metaphor is unity. One thread. One fragrance. One colour. One world.


Behind The BTS ( Behind the “Behind The Scenes” ) is a platform for models, brands, experts and industry professionals to share stories and insights about the world of advertising, modelling, social media and fashion in order to bring more transparency, responsibility and accountability.

An initiative by Kal Kalim in partnership with Australian Supermodel of the Year ( ASOTY ) , Clothes Don’t Maketh The Man ( CDMTM ) & Discover India Studios. 

2023 @ Copyrights Australian Supermodel of the Year 

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Discover India Studios is a collaborative project by Julia Lazareva & Kal Kalim in association with Jeans Corporation Australia & Clarence Models 
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