Image: From Ensemble
For the first time ever, more than 100 Indian fashion designers are coming together to support weaver and embroiderer communities from across India. All of these have been hugely hit by the lockdown, some also by the cyclone Amphan in Bengal. But mostly, they are constantly hit by the social inequalities that surround us. Who is a designer? Who is an artisan? Is it just birth that decides their titles?
Founded by well-known journalist Namrata Zakaria, the Baradari project aims at narrowing the gap between designer and artisan. Reputed designers and labels such as Sabyasachi, Tarun Tahiliani, Abu Jani-Sandeep Khosla, Manish Malhotra, Anamika Khanna, Rahul Mishra, Raw Mango, Monisha Jaising and Masaba are among 100-plus names who have donated their signature clothes for an e-commerce sale, to raise money for their artisan brothers, their ‘baradari’. The full funds collected will be dispersed to a handful of artisan communities to empower them to become entrepreneurs themselves.
Movie star Kareena Kapoor Khan is part of the Baradari project too. She has been instrumental in lending support, encouraging Namrata, and even helping choose the project’s name. The core team comprises of Namrata Zakaria, Tina Tahiliani Parikh, owner and founder of Ensemble, who will facilitate the e-commerce sale, and Pareina Thapar, co-founder of the communications strategy firm Longform.
Kareena Kapoor Khan adds, 'Everyone knows I enjoy fashion. But I really think it is time we begin to think of what responsible fashion is. India is a country with some amazing textile traditions. We have to go back to the source of our clothing, to the real makers of the cloth, and appreciate what they do for our culture and also our wardrobe. When Namrata Zakaria asked me to be a part of Baradari, I agreed immediately. Economic sustainability is when the artisan is empowered to become an entrepreneur, like the designer himself. It’s a new conversation to have with fashion, and I wanted to be a part of it. I want to also thank each one of the fashion designers who has so generously donated their clothes. Our artisan communities are truly the backbone of the fashion industry.'
The founder, Namrata Zakaria, a writer with over 20 years experience specialising in fashion, aesthetics and culture, gender, retail and sustainability explains, 'I’ve been writing on fashion for almost 20 years, and on sustainability for 10. If India can level the playing field between a designer and an artisan -- if we can turn our skilled labour into businessmen -- we can truly call our industry an economically sustainable one, and an equal one. I want to thank Kareena for her boundless energy and enthusiasm in supporting Baradari. And each one of my designer friends for seeing the larger picture.'
Tina Tahiliani Parikh, owner and co-founder, Ensemble, adds, 'Craftsmen form the bedrock of the fashion industry in India. Their levels of artistry help designer's visions come to life. Ensemble has always nurtured and promoted young design talent. We are proud to go one step further and collaborate on a project like this which engenders a feeling of brotherhood within the industry and gives the craftspeople their well deserved due. It is simply wonderful to see designers come together and generously donate their pieces.'
