National Handloom Day: Calling young shoppers
The HinduLast year saw the government scrapping the Handloom and Handicrafts Boards ahead of National Handloom Day. Ramesh Menon of Kerala’s Save The Loom is working on a scholarship programme for artisan families alongside a live museum that will bring visitors face-to-face with artisans. Designer Rahul Mishra who recently had his fourth showing at the Paris Haute Couture Week, is working with Save The Loom on a pilot project to help Chendamangalam weavers. While the hashtags will continue to generate the expected buzz – the Prime Minister’s hashtag for this year is #MyHandloomMyPride – we asked designers and experts in the industry how Handloom can compete with fast fashion’s price points and contemporary styling to interest younger buyers. If designers work directly with the artisans without a middleman, it would help enormously in keeping the handloom tradition viable and alive.