In 2015, for a fashion brand — which was handmade, rich and rare — to come alive was a tedious and expensive, but predictable, process. You placed a full-page ad in a leading daily, got a star to say it is good (in fact, great), hosted a champagne brunch, got on Page 3, paid for the Page 3 presence and, voila, you were launched. Cut to 2020 and the era of WWW or the online realm and everything has turned turtle.
Today, we are seeing the steady emergence of a host of exquisitely beautiful brands that are using only the medium of online platforms, at one tenth the cost and being a hundred times more effective.
However, even here, the process is turning a tad predictable. You create a page that looks right out of an art book, add to it Pandit Jasraj’s famed Krishna bhajan or, even better, a Begum Akhtar ghazal, hand-pick a model who walks as if it is still circa 1850, and then turn the whole story sepia and, voila, your brand is born.
The next step is to usher in the pout brigade — the influencers who are not really influencing anything — get them to endorse your brand, ‘unbox’ your gift to them, and change in and out of looks at the snap of a finger. Then you see how many ‘like’ your look and feel satisfied that their 1 lakh followers have seen you. In turn, you see your followers increase too.
Now, overnight, you are an Instagram expert, feeling satisfied with the insights on your Instagram, and try to get ahead of their algorithm. Yes, now you are a brand born of social media and you yourself are a victim of it.
And as they say, welcome to Disney World, my lad! Yes, I might sound a bit old school but I love living online too, following a few brands which are doing such an exquisite job of promoting what I call truly local, almost homemade, and capturing the eye of real-time buyers just through the gravitas of their story. No, these are not FDCI members or brands which have walked a hundred ramps. These are slow fashion protagonists in the true sense who literally craft each collection as if it were a story, a fable they were telling. As Rahul Narvekar, founder of Indian Roots and now a startup evangelist, puts it, “People don’t buy products. They buy a story.
They look for a connect with what they wear, a memory, a reminder of the good times spent.” He adds, “At Indian Roots, we catapulted to fame the moment we sold a vintage shawl by Pranavi Kapoor for Rs 19,00,000. Since then, there was no looking back.” Products have to talk to you and pages have to reflect you, your persona, your likes and your dislikes. And for an old soul like me, what matters most is keeping the heritage of slow fashion alive. As Ritu Kumar recently shared, “Indian fashion is slow fashion.
Every garment you wear goes through a layer of treatments. The weaver weaves, the dyer dues, the kaarigar prints, paints or embroiders and the masterji stitches.” And finally, comes the page from where you create your story. It is here that the difference emerges. Take, for example, Baromasi, a brand of Banarasi saris which creates weaves for all the 12 months. Exquisite koras, tanchois, and kairi motifs come alive on their vintage-looking page. The generous use of regal references blends into the richness of their weaves. Then there is Pankaj S Heritage, a true master of vintage designs and rich craft practices, who catapulted to fame when he got the stunning Maharani of Baroda Radhika Raje Gaekwad to pose as a muse out of a Raja Ravi Varma painting.
He is a person who understands pichwais, knows his chikankari from his zardoz and creates tapestryinspired artsy blouses. He is a true protagonist of old fashion and on his page can be seen references to old handicraft masteries patronized by the erstwhile Maharajas. Rang Riwaaz is yet another ingenious brand which celebrates the ancient art of hand painting. Jyoti Singh, a hand paint expert, crafts saris that have the complete Ramayana hand-painted and embellished by her. It is like wearing a piece of folklore.
Then there is Surraj Kathuria’s classic kalamkaris that he couples with various silhouettes of the ubiquitous black shalwar kurta. Spectacular weaves, folk art and embroideries come together in a classic style that reminds one of the magic created by Madhu Jain in the 1980s. Another crazy creative, which is truly Indian, is the page called Suta Knotty, that calls itself slow and sensible fashion and presents weaves that reminds you of the ones you wore to college in the 1980s. Even indigenous art gets sold online magnificently today.
Like the page of Jatinder Singh Durhailay, the London based artist who interprets the miniature art of The Golden Temple in his own modern style, with parchment paper, distress art, et al. Today, if you have a quaint story to tell, you have many who will listen well and invest in it. Slow fashion is rising fast indeed in the collective palette of the discerning Indian.
The Daily Guardian is now on Telegram. Click here to join our channel (@thedailyguardian) and stay updated with the latest headlines.
For the latest news Download The Daily Guardian App.
VIDYA MALAVADE IN A NEVER SEEN BEFORE AVATAR
Actress Vidya Malavade will be seen in web series Bamini and Boys and it would be airing on the 7th of May. It’s a story of a super hot woman who has 3 young boys as tenants swooning over her and trying to win her. It’s an out an out sitcom. We will see Vidya in a never seen before avatar.
The Daily Guardian spoke to Bamini from Bamini and Boys played by Vidya Malavade.
What made you be a part of the series?
Bamini and Boys is a hilarious ride. I love sitcoms and I laughed out really loud while I was going through the narration. It’s done with a difference. Not the run of the mill way. Each episode is just 10-12 mins, so it’s light easy breezy & quick comedy series.
Kareena Kapoor Khan drops first photo of newborn with Taimur
Kareena Kapoor and Saif Ali Khan welcomed their second child, a baby boy, on February 21. Fans have been waiting eagerly for a photo of her younger son. On Mother’s Day, Kareena took to Instagram to share an adorable picture of her sons. Taimur Ali Khan is seen holding his little brother in the adorable photo.
Sharing a cute black-and-white picture of Taimur and her younger son, Kareena Kapoor wrote in her Mother’s Day post, “Today, the world runs on hope.” She continues, “And these two give me hope… for a better tomorrow Happy Mother’s Day to all you beautiful, strong mothers out there.” Unlike with Taimur, Kareena and Saif have been quite private about their second child– from being discreet about his name to hiding his face in photos. The first picture of the baby that Kareena shared on Instagram was on March 8 on occasion of Women’s Day. The selfie showed Kareena clasping her baby to her chest.
However, taking to her Instagram handle, Kareena shared a photo in which Saif and Taimur were gushing over the new addition to their family.
ANUSHKA SHARMA LAUDS HEALTHCARE, FRONTLINE WORKERS FOR ‘WORKING TIRELESSLY’
NEW DELHI: Bollywood star Anushka Sharma on Sunday posted a heartfelt note for all the healthcare and frontline workers and called them the ‘real heroes’. Anushka took to her Twitter handle and shared a video lauding their efforts and dedication amid the second and deadly wave of coronavirus. She wrote, tweeted, “We’d like to say a big thank you to all our healthcare and frontline workers, their dedication is truly inspiring.” Anushka further continued, “You continue to risk your lives for the nation, and for that, we are eternally grateful to you. You are the real heroes, for Virat and I, and for the nation.” In the video, there were pictures of doctors, policemen and ambulances.
The second wave of coronavirus has infected many people, and the number of COVID-19 positive cases has been rising. In Bollywood also an array of celebrities like Kangana Ranaut, Arjun Rampal got infected within a span of a few weeks.
LADY GAGA WRAPS UP SHOOTING FOR ‘HOUSE OF GUCCI’
WASHINGTON: Hollywood singer-actor Lady Gaga on Sunday announced the wrap-up for her upcoming biographical crime drama ‘House Of Gucci’. The Grammy-winning star took to her Instagram handle and shared a snap from the sets of ‘House of Gucci’ that sees her pounding fists with the film’s director Ridley Scott. “That’s a wrap, Rid,” Gaga wrote in the caption, adding the hashtag, “#HouseOfGucci.”
The first looks of Gaga and Adam Driver (lead hero) from the movie were unveiled on March 10, 2021, by Gaga and the makers of the film on their Instagram handles. As per People magazine, ‘House of Gucci’ is based on the popular book ‘The House of Gucci: A Sensational Story of Murder, Madness, Glamour, and Greed’ by Sara Gay Forden. The upcoming movie follows the story of Maurizio Gucci (Driver), the head of the Gucci fashion house, and his ex-wife Patrizia Reggiani (Gaga) and the aftermath of his death after Patrizia hired a hitman to kill him in 1995. Maurizio and Patrizia married in 1973 and in May 1985, the businessman left his wife for a younger woman after 12 years of marriage. Their divorce was finalised in 1991. In 1995, Maurizio was shot and killed by a hitman Patrizia hired on the steps outside his office in Milan. Patrizia was convicted of arranging her husband’s murder in 1998 and sentenced to 29 years in prison. Gaga and Driver are Oscar-nominated actors.
ADITYA ROY KAPUR GETS 4 BIG PROJECTS OFFER AHEAD OF OM’S RELEASE
MUMBAI : Touted as a versatile performer and one of the most bankable young stars, Aditya Roy Kapur is gearing up for his next release, ‘OM’. Transforming into a completely new avatar, the versatile actor is leaving no stone unturned to get into the skin of a ripped action hero.
According to a source, Aditya is also keeping busy reading scripts and has been offered 4 projects which he is considering. A source revealed, “Ahead of the release of ‘OM’, various filmmakers have approached Aditya with some cream projects owing to his rising popularity. Currently, he is taking time to choose as he wants to challenge himself as an artist and wants to take up roles that are diverse.”
Having a packed slate for the year, the good looking actor is expected to make a couple of announcements soon. It will be interesting to watch what Aditya has to offer next.
Not just films, the actor is also being approached by various brands owing to his popularity and huge youth connect. Hailed as the most desirable star in the industry, Aditya is already in talks with a few of them.
SHILPA SHETTY CONFIRMS FAMILY TESTED POSITIVE FOR COVID-19
NEW DELHI: Bollywood star Shilpa Shetty on Friday revealed that almost her entire household has been infected by COVID and that it’s been a tense few days for the family.
Shilpa took to her Instagram handle and shared a note that read “The last 10 days have been difficult for us as a family. My parents-in-law tested positive for Covid-19, followed by Samisha, Viaan-Raj, my Mom, and lastly, Raj. They’ve all been in isolation in their rooms at home as per the official guidelines and have been following the doctor’s advice.” It further continued, “Two of our in-house staff members have also tested positive and they are being treated at a medical facility.
By God’s grace, everyone is on the road to recovery. My tests came back negative.” “All safety measures have been followed as per protocol, and we’re grateful to the BMC & authorities for their help and response. Thank you all for your love & support. Please continue to keep all of us in your prayers. Please mask up, sanitise, stay safe; and whether Covid positive or not… still stay positive, mentally,” the note concluded. The second wave of coronavirus has infected many people, and the number of COVID-19 positive cases has been rapidly rising.
In Bollywood, an array of celebrities have got infected within a span of a few weeks.
With a total of 4,14,188 new COVID-19 cases being recorded in the last 24 hours, India again reported its highest single-day spike on the second consecutive day.
Opinion7 months ago
South Block’s mistakes will now be corrected by Army
Sports10 months ago
When a bodybuilder breaks Shoaib’s record
News1 year ago
PM Modi must take governance back from babus
Spiritually Speaking9 months ago
Spiritual beings having a human experience
News11 months ago
Chinese general ordered attack on Indian troops: US intel report
Sports10 months ago
West Indies avoid follow-on, England increase lead to 219
Legally Speaking12 months ago
Law relating to grant, rejection and cancellation of bail
Royally Speaking8 months ago
The young royal dedicated to the heritage of Jaipur