Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
WhitePAPER<br />
and teach the artisans about Design<br />
aspects of the craft and how they can<br />
profit more from the craft by adding<br />
little aesthetics to their skills.<br />
keeps growing further. Now, recently,<br />
the <strong>India</strong>n textile minister SmritiIrani<br />
took the initiative to promote handloom.<br />
She took to social media so as to<br />
reach maximum no. of people especially<br />
the youth to promote her #Iwear-<br />
Handloom campaign.<br />
The campaign was to celebrate 2 nd<br />
Handloom day, attracting a large<br />
amount of celebrities and lay people<br />
alike posting their pictures on social<br />
media wearing handloom apparel. The<br />
ministry has also roped in <strong>India</strong>n Institute<br />
of Packaging (IIP), National Institute<br />
of Fashion Technology (NIFT)<br />
and National Institute of Design (NID)<br />
to upgrade the design and packaging of<br />
handloom fabrics and crafts in <strong>India</strong>.<br />
Some of the handloom fabrics shortlisted<br />
for the project are MaharashtrianPaithani,<br />
Banarasi silk from U.P,<br />
Mysore Silk from Karnataka, brass<br />
items from Bengal and other crafts<br />
that will be available in export worthy<br />
packaging,in collaboration with NIFT,<br />
NID and IIP.<br />
Apart from this, the institutions like<br />
NIFT are also focusing on uplifting the<br />
craft by introducing the Craft cluster<br />
projects into their curriculum where<br />
the students are exposed to the rural<br />
handloom sectors. There they learn<br />
Brands and Designers<br />
who are working with<br />
craft<br />
Many globally renowned designers in<br />
the southern parts of the country are<br />
consistently working towards uplifting<br />
the handlooms sector. The likes<br />
of Gaurang Shah, VivekKarunakaran<br />
and Sharavan Kumar Ramaswamy<br />
are closely working with the weavers<br />
and handlooms. Other designers that<br />
have a lot of input in this sector are<br />
Ritu Kumar, RohitBal, Sabyasachi<br />
Mukherjee and Anita Dongre. The<br />
recently held Amazon <strong>India</strong>n Faishion<br />
Week in Delhi showcased designs<br />
by many designers that incorporated<br />
the handloom fabric of Chanderi into<br />
their creations. Gujarat is working extensively<br />
on uplifting its crafts. Many<br />
designers like AnjuModi are using the<br />
handloom and crafts from the state to<br />
build their collections that are popular<br />
internationally. Designers these days<br />
are incorporating the <strong>India</strong>n handloom<br />
textiles in western and fusion clothing,<br />
which attracts the younger, city-bred<br />
and modern demographics. The youth<br />
also mimics their favorite celebrities<br />
for fashion these days. Some brands<br />
in <strong>India</strong> are working their way up the<br />
industry using handlooms. Amrich is<br />
a They work with traditional craft clusters<br />
from around the country, including<br />
Bengal, Madhya Pradesh, Uttar<br />
Pradesh, Andhra Pradesh and Kutch,<br />
incorporating techniques like natural<br />
dyeing and printing, resist-dyeing and<br />
embroideries. Amrich uses the intricacies<br />
of tie-dye techniques and the vibrant<br />
strokes of ikat, with the richness<br />
APPAREL&Fashion<br />
January 2017<br />
45
Change language