Fashion designers collaborate for ‘Saving the Artist’ campaign


Fourteen style designers from throughout India have teamed up for the ongoing ‘Saving the Artist’ campaign (@savingtheartist on Instagram), which is on until June 6. The COVID-19 lockdown left every day wage artisans in the style sector in a lurch. Though restrictions have now been eased and e-commerce has resumed, the designers state that it is going to be some time earlier than gross sales decide up. In a bid to draw potential consumers and assist the artisans, every of the 14 designers have put up two of their bestselling items on sale, with an intention of giving 80% of the proceeds to every day wage artisans and 20% to the Mumbai-based NGO Sneha which helps victims of home abuse.

The campaign was mooted by Jalandhar-based designer Farah Sanjana and the different designers on board embody Neeta Lulla, Archana Rao, Shriya Som, Jayanti Reddy, Gabriella Demetriades, Akanksha Gajria, Nitya Bajaj, Sohni Patel, Eishita Puri, Shirin Mann, Suman B, Ridhi Mehra, and Shehla Khan. The clothes and jewelry being offered as a part of this campaign are principally underneath ₹20,000, and some items underneath ₹50,000.

The artisans who would profit from the campaign are embroiders, sample makers and tailors who work on an order-to-order foundation with these designers. Speaking about how the plight of artisans, Farah says, “Not everyone has managed to get the benefits promised by the government. Most of the artisans who work for me are migrants and I have been doing my best to support them monetarily and by supplying groceries, masks and sanitisers. But we needed to do something more, since there were no sales at all during the extended lockdown.”

This campaign that intends to assist artisans and home abuse victims, has helped re-initiate the dialogue with potential consumers. Hyderabad-based Archana Rao who, like different designers, has re-opened her retailer as a part of the Unlock 1.zero measures, notes how walk-in clients are choosing up long-term practical clothes slightly than ostentatious occasional buys.

Neeta Lulla

“When the lockdown began, I didn’t think it would be a prolonged battle. For a month or two, we can support our staff. But we also needed to look at the business scenario,” she says.

In the previous couple of weeks, the 14 designers have been capable of trade concepts and insights into the style world with their friends. “When we meet designers from other cities in the chaos of Fashion Weeks, we rarely get to talk at length. This campaign has helped us connect. We all needed someone to talk to,” says Archana.

Archana Rao

Farah intends to maintain the group going and says the ‘Saving the Artist’ initiative would possibly simply be the starting of their collaboration. “As women entrepreneurs, we have enjoyed having this collaborative support group. In a couple of weeks, we might begin a new campaign,” she says, and the particulars are being labored out.

(For extra particulars, lookup the particular person designers’ Instagram accounts or @savingtheartist)

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