Sewing machinery firm Usha to debut fashion label

The sustainable fashion concept aims to empower women in rural areas with skills and resources to create clothes and accessories that can be retailed in the urban fashion market. The sustainable label will be launched in association with IMG Reliance at the fashion event.

"We are delighted with the debut of label Usha Silai. The brand has created a platform that has the power to impact and change the lives of many. Making use of local stitching 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 wider audience through various mediums including the internet. I hope it will strengthen and grow over time," Dr Priya Somaiya, executive director, Usha Social Services said.

The Usha Silai project will showcase works of four designers namely Soham Dave from the Dholka cluster in Gujarat, Amit Vijaya and Richard Pandav from the Kaladhera cluster in Rajasthan, Sayantan Sarkar from 24 South Parganas Mastikari cluster in West Bengal and Sreejith Jeevan from the Puducherry cluster. The works of local women from Usha Silai schools in four identified creative hubs in Rajasthan, Bengal, Gujarat and Puducherry, will also be on display.

The creativity of designer Soham Dave was challenged to work with the Dholka cluster in Gujarat and the result is a collection called 'The Black Machine' inspired by the Black Usha Machine. The focus of the garments is created with surfaces and interesting textures on the black lock stitch machine. The collection called 'Rani’sthan' by Amit Vijaya and Richard Pandav is an ode to every woman who is a queen in her own right. Sayantan’s work includes Khadi and linen blends along with batik prints that reveal the lush green foliage of the village. In his work, Sreejith has added fabric patches and quirky detailing to reveal his inspiration of windows, glass panels, which were seen in every window of the old French colony.

"#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," Jaspreet Chandok, Head of Fashion, IMG Reliance said. (RR)

Fibre2Fashion News Desk – India