Celebration of craft does not need a viral moment

Global brands have been making a splash with Indian traditional crafts. Are we paying enough attention to our own heritage?

- Sujata Assomull

Isha Ambani was recently seen in a sari-inspired gown, made by Roberto Cavalli using the traditional bandhani technique from Gujarat. Her look instantly became a topic of conversation on social media, with many netizens calling it a global celebration of Indian artistry.

A similar reaction followed when actor Brad Pitt flaunted a shirt by homegrown label 11.11 in his new film, F1: The Movie. The shirt was crafted using Tangaliya, a 700-year-old weaving technique from Saurashtra, Gujarat, that requires artisans to hand-twist yarns, creating delicate bead-like patterns. While 11.11 had showcased the process in a detailed video earlier this year, the craft caught the attention of media outlets and digital platforms only after the American actor wore it on the big screen.

Last month, the Prada and Kolhapuri chappal controversy took over the news cycle. During men's fashion week in Milan, Prada was called out by Indian media and government authorities for presenting "sandals" that looked unmistakably inspired by, if not a direct copy of, the popular Kolhapuri chappal from Kolhapur in Maharashtra. Designers like Tarun Tahiliani and Malini Ramani have long used these traditional leather sandals in their runway shows, but it took a global fashion house to bring public attention to them.

In the above three instances, one thing was common: Indian people started celebrating and talking about their traditional crafts, even if on social media, after it was presented on an international stage. This isn't something new, though.