With the #IWearHandloom movement gathering momentum and PM Narendra Modi giving the fabric its deserved status with #NationalHandloomDay, the future of the fabric is looking brighter than it has in decades.
When Smriti Irani started the campaign #IWearHandloom we actually saw sports persons and stars all decked up in different handlooms and that's what really started the buzz.
She took to social media in a blue sari with a red border stating, "Show your support for Indian weavers. Upload your photo with #IWearHandloom on Facebook or Twitter and tag atleast five friends to upload his/her photo wearing Handloom."
Capturing the attention of the youth, the campaign then moved towards #HandloomFacts, giving tit bits like, the textile industry continues to be the second largest employment generating sector in the country and offers direct employment to more than 35 million in the country.
Even though a national level apex body called the All India Handloom Fabrics Marketing Cooperative Society was set up in 1955 it has sadly been neglected so far.
As designer Kavita Bhartia states, "There is a huge need to revive handloom because the textile industry is the only industry after agriculture that could generate huge employment for both skilled and unskilled labour."
There were many major changes observed in the handloom industry and one among those is the Ministry of Textiles has signed an agreement with Flipkart to provide an online platform for handloom weavers in order to sell their products.
The dated image of handlooms is going through a major change with more and more designers introducing fusion wear, targeting the youth of the country.
Designer Gautam Gupta says, "Handlooms will be more user friendly, soft and drape-friendly especially with the work going on at the root level. The patterns and motifs will shift from vintage to a more contemporary oeuvre for fusion wear. Handlooms will now be for younger audience as well." And just like that, the ancient handloom has become the trend du jou.
One common misconception is, handloom means khadi and that's what Smriti Irani wants to change with her #SelfieWithHandloom campaign.
"The central idea of this campaign is to make handloom articles cool and thus boost demand. Also, one of the major misconceptions is to equate handloom cloths with Khadi which is not true. On the other hand, several handloom articles such as Benarasi sarees and brocade have been adopted by such global and hep fashion brands as DKNY etc. We want to create allegiance of people towards handloom," a source close to the minister said.
What does it mean for you and I? Well, it's shopping time. Yes, all major e-commerce sites like Amazon and Flipkart are giving heavy discounts on all handloom products. Doesn't this make the best #FriendshipDay and #SundayFunday as well?
So, have you clicked your #SelfieWithHandloom yet?
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