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.
Source: Et.retail.com,India