The age-old surface-adorning techniques for clothes and furnishings now require experimentation and innovation to cater to the growing demands of both the Indian and international consumers. Exporters are becoming increasingly aware of the need to “contemporise” these traditional techniques, while designers strive to churn out innovative ways to stylise them.
A few innovations that have charted a new course for these age-old techniques are:
Fabindia, popular for indigo dyed designs and block-printed kurtas, is now adding various twists to their prints and motifs. For instance, the time-tested booti-effect has expanded in size, lending the clothes a new look, while Paisleys have been reintroduced with a multi-coloured and layered effect. The interplay of different shades like indigo, navy blue, teal on a a white background, enhanced by the mulmul fabric, brings out the best possible effect. The brand is busy cementing Indian sensibilities with Western cuts, with tunics, waist coats and flared skirts, while showcasing different types of block printing.
Another globally recognised brand, Anokhi, which specialises in the oldest form of colouring technique - dyeing with vegetable colours - have sensed the dire need of the modern consumers. Its designers seek out the bold and the striking, the graphic and the colourful, using modern printing techniques.
Soma Blockprints, a pioneer in block printing, is yet another popular brand from Jaipur that has worked extensively on world-class styling of traditional techniques. Their specialty lies in floral prints, but they are also exploring different mix-and-match and never-seen-before combinations and prints like folksy prints and geometric-inspired tribal patterns in the form of Mexican symbols made by knitting and embroidery on the clothes, like simple triangles, rectangles, rhombuses, zigzag lines, stepped borders, helical patterns, and crosses.
Some other exporters like the Tushar Group have made craft-based collection development their Unique Selling Point. This company, also based in Jaipur, believes in working within the parameters of handicrafts and has developed 12 diverse varieties of brands.
Similarly, several other exporters have also started injecting novelty into the age-old crafts to lend it a traditional yet modern look, with interesting modifications that can be well-received by consumers/users the world over.
A few innovations that have charted a new course for these age-old techniques are:
Fabindia, popular for indigo dyed designs and block-printed kurtas, is now adding various twists to their prints and motifs. For instance, the time-tested booti-effect has expanded in size, lending the clothes a new look, while Paisleys have been reintroduced with a multi-coloured and layered effect. The interplay of different shades like indigo, navy blue, teal on a a white background, enhanced by the mulmul fabric, brings out the best possible effect. The brand is busy cementing Indian sensibilities with Western cuts, with tunics, waist coats and flared skirts, while showcasing different types of block printing.
Similarly, several other exporters have also started injecting novelty into the age-old crafts to lend it a traditional yet modern look, with interesting modifications that can be well-received by consumers/users the world over.
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