Usha International, a sewing machines, fans and home appliances brand, will launch a curtain raiser of a sustainable fashion label Usha Silai in collaboration with IMG Reliance, through a powerful fashion forward initiative #ReimagineFashion.
The initiative aims to reverse the migration of skilled workers by empowering them with skills and resources to create clothes and accessories that can be retailed in the urban fashion market.
The lable will create a platform that showcases the work of these local women from Usha Silai Schools from four regions. The brand will work at several dimensions producing unique pieces that have the essence of the region. The collection will bear the credits of the rural women workers.
The brand will debut through a special show on Sustainable Fashion Day.
The first collections under the Usha Silai brand will give a new meaning to the current trends in the fashion space and develop garments for the urban market. The ensembles are created by trained rural women and crafted to perfection under the mentorship of designers like Amit and Richard Pandav, Sayantan Sarkar, Soham Dave and Sreejith Jeevan.
The garments produced will be of high quality and retail value through grassroot design intervention. The proceeds generated from the sales will go back to these rural women. This is thus an attempt to create long-term opportunities for rural women and get recognition within their cultural and socio economic realities.
"With the launch of label Usha Silai we have created a platform that has the power to impact and change the lives of many.
"Using local skills and modern techniques, we will create an umbrella that caters to sustainable fashion in a modern language. This is an initiative that commences at the very foundation and attempts to reach wider audience through many mediums including the Internet. I hope it will strengthen and grow over time," said Priya Somaiya, Executive Director, Usha Social Services.
Jaspreet Chandok, Head of Fashion, IMG Reliance is also excited about the intiative.
"#ReimagineFashion is a powerful narrative of empowerment and inclusivity in fashion. It establishes the principle that for Indian fashion to be forward, it needs to think local and leverage human potential at the grassroot level for the development of a sustainable livelihood. We are honoured to partner with Usha International for this initiative and launch Usha Silai at Lakme Fashion Week," he said.
(This story has not been edited by Social News XYZ staff and is auto-generated from a syndicated feed.)
