Usha International: Usha International, IMG Reliance to launch sustainable fashion initiative

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New Delhi: Usha International, the manufacturer of sewing machines, fans and home appliances, will launch sustainable fashion initiative #Reimagine Fashion under its brandUsha Silai in collaboration with IMG Reliance, to empower women in rural areas with skills and resources to create clothes and accessories that can be retailed in the urban fashion market.

Usha Silai will debut through a special show on Sustainable Fashion Day at the upcoming Lakmé Fashion Week Summer/Resort 2018.Label Usha Silai will create a platform that showcases the work of these local women from Usha Silai Schools from four identified creative hubs in Rajasthan, Bengal, Gujarat, and Puducherry. 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, said Usha International in a statement."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 a 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.

The proceeds generated from the sales of the products under this initiative will go back to these rural women. 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 grass root level for the development of a sustainable livelihood. We are honored to partner with Usha International for this initiative and launch Usha Silai at Lakmé Fashion Week," said Jaspreet Chandok, head of fashion at IMG Reliance.


Thursday, 25 January 2018

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