Rebooting Post Pandemic Fashion by Endorsing Vocal for Local Volume 4 - Issue 4

Yamini Jhanji* and Aditi Hooda

• Department of Fashion & Apparel Engineering, The Technological Institute of Textile & Sciences, India

Received:January 22, 2022   Published: January 31, 2022

*Corresponding author: Yamini Jhanji, Department of Fashion & Apparel Engineering, The Technological Institute of Textile & Sciences, India

DOI: 10.32474/LTTFD.2022.04.000193

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Abstract

The unprecedented and hapless pandemic situation has deleteriously affected the textile and fashion industry. The interrupted supply chain due to workforce migration and unavailability, rejections of global export orders, consumers’ reluctance to spend on fashion, prolonged closure of outlets during lockdowns and declining foot fall have hardly hit the manufacturers, retailers and stakeholders. However, the industry portrayed a strong face amidst difficult times transforming their business models and switching over from fast fashion to slow, sustainable fashion, endorsing indigenous, local goods and manufacturing essentials and functional entities like face masks and PPE kits. The ardent need of current times for rebooting the fashion industry and averting any pandemic aftermaths is following the concept of sustainability and vocal for local in the textile and fashion supply chain. The endorsement of traditional textiles and hand curated Indian handicrafts by designers can go a long way in upliftment of artisans and improving the country’s financial configuration. The present paper suggests design and development of traditional, hand curated apparels, accessories and home decor as a means to reboot the fashion industry and enhanced competitiveness and liking among consumers over highly priced goods of expatriate origin and to promote indigenous handicrafts. Accordingly, design collection Desi Treasure comprising of assortment of hand curated home decor, apparels and accessories embellished with varied surface ornamentation techniques was developed with an indent to promote traditional textiles and artforms. The design inspiration for the collection was garnered from artisans and indigenous craftsmen. The highlights of collection included the usage of vibrant colors, flaura and fauna, geometrical patterns inspired motifs and hand curated ensembles.

Keywords: Fashion; sustainable fashion; supply chain; indigenous; craftsman; artisans; textiles; handicrafts; hand embroidery

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