From international runways to museums to celebrity weddings, handloom is gaining ground all the way. While handloom purchase has gone up more than 100 per cent in the last decade it is developing with product innovation. Handloom has taken over bling and people prefer handloom outfits even for weddings.
Fashion designer Gaurang Shah’s entire collection is handloom. His paithani silk lehengas are a classic example of pure handloom bridal outfits. Designer Sanjay Garg has dressed celebrities like Sonam Kapoor and Soha Ali Khan. His handloom pieces have grabbed the attention of fashionistas across the world. For Garg handloom is sustainable fashion.
Several Indian states promote traditional and indigenous textiles on national and international platforms. West Bengal, Manipur, Assam, Telengana and Madhya Pradesh are concentrating on developing state-owned brands. These initiatives to rebrand state handloom with design intervention from fashion designers and monetary support from the government is reviving fabrics like Pochompally, Baluchari, Narayanpet, Kutch Kala Cotton and Muga.
India Handloom brand promotes the branding of high-quality handloom products, with zero defects and zero impact on the environment. This initiative is collaborating with brands like Peter England to promote the Indian handloom industry.