EXCLUSIVE! The Loom Story: Why revival of weaves is the need of the hour for the fashion industry | Fashion Police

Clothier Gaurang Shah on revival of weaves

Clothier Gaurang Shah has always believed in the art and culture of India. A pair of months back on a shuttle to Hyderabad, Vizag and Ponduru in Srikakulam district of the Indian state of Andhra Pradesh, Gaurang introduced us to the beautiful weaves of India.

For Gaurang, India’s textile heritage is a rich legacy that reflects our culture, traditions, and history. The sort of weaves, from the intricate Jamdani to the vibrant Bandhani, tells stories of regions, communities, and generations of skilled artisans.

He says, “My work revolves around preserving these ancient crafts while ensuring they adapt to updated needs. By working without delay with weavers, we center of attention on enhancing their skills, introducing them to new designs, and ensuring their art reaches a worldwide target market. This now not only sustains their livelihood but also keeps our textile heritage alive and evolving. This day, my family of weaves have grown to larger than 900 weavers across India from Andhra Pradesh to Telangana to Benaras, Kashmir, Rajasthan, Gujarat and the North East.”

Talking about revival of weaves, he explains that the revival of traditional weaves is a significant, now not only as a nod to our past but as a path forward. Reasonably a lot of those crafts were on the purpose of extinction as a consequence of industrialization and the fast fashion trend. By reviving these weaves, we are reclaiming our cultural identity and providing artisans with sustainable employment. This revival is now not only about reproducing old designs; it’s about innovation within tradition, creating something that resonates with at the moment’s world while staying true to its roots.

Edited experts from the interview:

How local are we getting in the case of fashion?

There’s a growing appreciation for in the community made, handcrafted textiles. Consumers are further and further valuing the uniqueness and story in the back of every bit. This shift towards ‘local’ in fashion is now not only a trend; it’s a movement that supports artisans, preserves our heritage, and promotes sustainable practices. While you wear a handloom saree or slightly of Jamdani, you’re now not only wearing a garment; you’re wearing slightly of art, slightly of history.

What do you say in regards to the business of fashion? Has it improved now that the pandemic is over and things are having a look up in the previous couple of years?

The business of fashion has seen significant changes post-pandemic. There’s a renewed center of attention on sustainability, conscious consumption, and the importance of supporting local crafts. While the industry faced challenges throughout the pandemic, it also opened up opportunities for introspection and change. The past two years have shown us that fashion isn’t with regards to trends; it’s about values, ethics, and the impact we now have on the realm. As things beef up, there’s a plenty better emphasis on quality over quantity and on pieces which are timeless instead of fleeting.

What is your take on conscious consumption?

Awake consumption is the need of the hour. It’s about making informed choices, figuring out the impact of what we buy, and valuing the craft and energy that goes into creating every bit. For me, it’s now not only about promoting handloom and conventional weaves; it’s about encouraging people to center of attention on where their clothes come from, who made them, and the story in the back of every thread. Once we consume consciously, we contribute to a more sustainable and equitable world. It also becomes a catalyst for a brand new generation of weavers to embrace the art.

Fashion vs. Style—what's your preference, and how do you see the variation?

Fashion is ever-changing, driven by trends and what’s in vogue at any given moment. Style, on the other hand, is personal and timeless. It’s an expression of who you are, your personality, and your heritage. I prefer style since it’s about authenticity and confidence. It’s about wearing something that reflects your character, the personality within, that makes you are feeling good, and that has a deeper which implies. For me, style is ready connecting with our roots while embracing individuality.

Who's your favorite style icon from Bollywood, and how would you could have the capacity to in all probability be ready to would love to decorate him/her up?

I've had the privilege of dressing loads of Bollywood’s most stylish females, including Sonam Kapoor, Vidya Balan, Kirron Kher, and Taapsee Pannu. Each and each of them brings a refreshing dimension to handlooms, with their personality and deep admiration for weaves. One icon I’ve always admired is Rekha. Her timeless elegance and charm are unmatched. I dream of the day she adorns one of my sarees, maybe a rich Kanjeevaram with intricate Jamdani motifs, blending tradition with slightly of modernity. Rekha’s style is definitely the right canvas for showcasing the glorious thing about Indian textiles.

Who's your favorite style icon from Hollywood, and how would you could have the capacity to in all probability be ready to would love to decorate him/her up?

Hollywood has its share of style icons, but after I needed to come back to a decision, it'd be somebody like Naomi Campbell. Her powerful presence and bold choices make her a perfect muse for Indian textiles. I would love to peer her in an announcement piece like a most modern Jamdani saree, with geometric patterns and vibrant colors, paired with minimalistic accessories to let the weave shine. Naomi’s style is all about making an announcement, and Indian textiles have the depth and richness to just do that.

Lachmi Deb Roy is the entertainment editor of Firtspost, Network18. She reviews films and series with a gender lens. Her interviews are which is often is named 'Now now not Just Bollywood' because she takes huge interest in world cinema. OTT over theatrical releases is her preference unless and until its a King Khan film. She takes interest in fashion, food and art reviews too. see more