A city-based store has brought together 400 artisans and fashion students to create a fusion of Indian tradition with modern art. The aim is to revive traditional embroidery.
Craft Traditions will help students get support from veteran artisans to make designs for all types of consumers, and students will infuse the idea of modern fashion to the artisans. It's an arrangement that's beneficial to both groups.
"We go to villages and work with artisans who have been creating designs in different forms of embroidery for many years. We give them design ideas, keeping the latest trends in mind," said Kriti Suitwala, a National Institute of Fashion Technology (NIFT) graduate. .
"From fabric selection to making patterns, we are involved with the artisans. We also decide how the material has to be stitched," said Suitwala.
The store's CEO Indu Sabharwal said they are not working for money. "It is an effort to preserve Indian tradition in an appealing way. The current generation is crazy about style and fashion. We are trying to use traditional style of printing and embroideries in a contemporary way," said Sabharwal.