Fashion

Fashion Comes To Rescue In The Time OF Crisis, #VocalForLocal

Fashion battles the COVID-19 crisis with #VocalForLocal is a way to support the Indian economy and businesses 

As Manish Malhotra once said, “What works for our Indian crafts is the mix of craftsmanship, culture and a touch of modernity.” Fashion helps us to tell a story, to express divine art, to create our own identity and to represent our society. Fashion plays an important role since it has the potential to bring different people and cultures together and celebrate its unique individuality.

It brings people from various states together, Maharashtra, Tamil Nadu, Karnataka, and so on with a touch of Indian diverse fashion and culture. The apparel industry bestows our society with experiments, creativity, and to portray our beliefs to the world.

Fashion Comes To Rescue In The Time OF Crisis, #VocalForLocal Digpu

When the world battles a bizarre crisis, the Indian fashion industry has suffered a stern hit, with deliveries coming to a sudden halt, disruption in manufacturing, production yet many well-known labels, designers and small brands hassle to stay afloat. However many in the Indian fashion industry employ Indian weavers, craftsmanship, sewing machine operators, embroiderers, the Covid-19 crisis has brought their livelihood and skills under threat.

At the same time our Prime Minister, Narendra Modi announced that it is “time to become vocal for our local products.” In his nationwide address, urging the nation to wake up and support our innovative businesses and talent while bringing it to a global platform. 

Amid the uncertain time, when we are rethinking our shopping habits and giving it a mindful approach, even Instagram came out with a “Support Small Businesses” sticker feature, that has led the crowd of talented local designers back in the market. On the other hand, India is building its image as the largest textile producers in the world, it is bringing in the scope for global investors to invest and explore the Indian textile market, giving voice to the local fashion brands and our ‘Swadeshi’ market.

Fashion Comes To Rescue In The Time OF Crisis, #VocalForLocal Digpu
Source: Kala Raksha/Instagram

‘Made in India’ is a simple definition of Swadeshi, and while India is blessed with a vast variety of talented designers, labels and brands, the only loss is that they go unnoticed by people in search of well known international brands.

The hyped-up international labels that are heavy on pockets and are exquisite for a one time glory on Instagram where else, India’s traditional artisan techniques, strongly driven design from our rich cultural heritage, high quality along with minimalism, fairly affordable and sustainable homegrown Indian fashion labels earns its rightful place in our shopping carts and wardrobes.

Not only these homegrown fashion labels are unique but they are also easily available, pocket friendly and above all highly beneficial to our economy. 

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Ummesalma Pota

The author has an entirely new approach to fashion and styling. She aims to be a front-line journalist in future.

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