The I AM: campaign is behno's on-going project highlighting the essence of a diverse group of real behno supporters photographed by Michael Jafine. The aim is to provide unfiltered content that stimulates real conversation on global issues, ethical fashion, life, dreams, and so much more.

Poorna Jagannathan, actress and model, is a strong advocate for ethical and sustainable fashion, as well as for women's rights. Through her work, Poorna has covered many socio-political topics from women's abuse, equal rights for people of color, and motherhood.

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