LAYER BY LAYER
Fatema RajaWeekly essays on design, brand and culture.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 28 | Founded | a year ago | Last Issue | 12 days ago |
| Active | |||||
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How Did a Box of Matches Become India's Visual Language?
Here is an object that shouldn’t be interesting, and yet is one of the strangest design archives India has ever produced.
A matchbox.
Two inches by one, printed cheaply, sold for a few paise, thrown away within a day or two of buying it....
Japan has design, Sweden has design, but India stopped at heritage.
I spent this weekend helping a friend do up her apartment. We measured the windows, bought fabrics for the curtains, ordered and returned two coffee tables because the finish on the actual product was nothing like what we’d seen online, and...
India Is Way Cooler Than Its Palaces
Hello readers. I'm writing this one a little giddy, because I just booked a ticket to my favourite artist's India tour, and as someone who thinks music is almost spiritual, I've always felt that artists who can actually bring people togethe...
India's long, slow return to its own visual language
Hi everyone, I'm Fatema Raja, I write Layer by Layer — a newsletter where I share my perspective on design, branding, and consumer psychology. What started as an archive for my own rabbit holes has grown into a family of 6.3k subscribers. S...
Everything Old Is New Again
Open your Instagram right now. I’ll wait.
There’s a good chance you just scrolled past a campaign that looked like it was shot on a VHS camera, a fashion brand showing wide-leg jeans that your mother wore in 1993, a graphic tee with typogr...
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Peeling back layers of brand, design, and culture
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