In order to honour the handloom weavers in the country and also highlight India’s handloom industry Designer Gautam Gupta of the label ASHA GAUTAM has come up with a campaign “Special Ode to Handloom” where in a series of activities will taake place, starting from an exhibition today and will finally be culminated on the National Handloom Day on 7th August 2020 at his store in Defence Colony.
Designer Gautam Gupta said “In our journey of 22 years we have worked mostly on handloom fabrics, we have expanded our portfolio by working with more clusters and weavers. We always believed in our crafts and the incredible talent our weavers possess. Handloom day is a very important day for us in the country as it gives tribute to 3.5 millions of people working in our country, second highest after agriculture.
The designs made in handlooms are still unparalleled and even with the latest technology there are vintage techniques which weavers use in handlooms that power looms or machine-based mills can’t even think of. This is our pride and luxury as well for the world. The handloom industry not only is relevant in terms of designs but also to the world environment and with the consciousness on buying judiciously. I personally feel that what has happened in the past three months will make consumers more aware of the relevance of preserving crafts and especially our handloom industry.’’ Adds Gautam Gupta
About Asha Gautam
Asha Gautam, established in 1998 is the brainchild of Asha which was born out of her love for Indian arts and crafts and her innate creativity. With limited resources, she launched a small collection which got an overwhelming response and the label embarked on its journey. In 2003, her son, Gautam Gupta joined her wagon and together they laid the foundation for a bespoke label that would redefine bridal luxury in the future. Meticulously working in wedding and occasion wear by developing new textures and textiles they earned themselves a strong foothold in the industry. The brand reflects a deep respect for Indian heritage and new age sensibilities. The label’s ethos revolves around marrying traditional weaves and modern aesthetics to maintain its relevance in the ever dynamic fashion industry.
Gautam, an aluminous of NIFT, envisioned Asha Gautam to become the country’s leading occasion wear label and traveled to deep interiors of the country in order to diversify designs. He has been working with native textiles such as eri mulberry silk, munga georgette, banana mulberry silk, bamboo mulberry silk, zari georgette to develop his collections.
Today their portfolio boasts of expertise in more than 25 crafts starting from weaves such as bandhani, Paithani, Patan patola, Kota doria, Kanjeevaram and Banarasi to rich embroideries such as Convent, Petit point, Cross stitch, Chikankari, Zardosi, Gota to crafts such as Batik, Kalamkari, Ajrakh. They merge multiple crafts in one design to make each one a masterpiece. Asha Gautam has designed for more than 10,000 families across the world in the last 22 years and his work has been featured in more than 100 media publications. Asha Gautam has been recognized as one of the top 10 handloom-based fashion labels in India and one of the top 3 for Banarasi weaves in the National capital region. It has garnered special recognition from Vogue and Fashion design council of India (FDCI) for its work on Paithani sarees. Asha Gautam was one of the 50 couture labels which got selected to be a part of the multi-city Blenders Pride Fashion tour last year. The Economic times and Mongabay India did a special feature on Asha Gautam’s work in the field of recycling and upcycling fashion
“We aim to make Asha Gautam a unique label that presents traditional Indian crafts in a modern light and make them relevant for the entire family from the grandmother to the granddaughter. We believe in our crafts and we try to blend many of them together to create one-of-a-kind collections. We want to position Asha Gautam as a modern heritage label crafting heirloom pieces.” Says Gautam. He is a member of the Fashion design council of India and works with the Ministry of textiles towards reviving the dying crafts.
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# Vocal for local #Ode to handloom #ashagautam @asha gautam official
The Ode to Handloom Exhibition will take place at -
Asha Gautam
D 29, Defence colony
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