"We have Tiffany, she is visually challenged but for us she is a hero.The 10-day long festivity witnesses people engaging themselves in activities like boat race, flower arrangement, tug of war but what stands out most is the beautiful Handloom attires they wear around this time."Their campaign included physically challenged people, plus-size models, entrepreneurs among others. She modelled for us for the first time wearing a nice sleeveless Kurta like a dress with a stole.With the demand of Handloom only restricted to Onam season in the state, a number of units were shut down.Trivandrum: Designers and young entrepreneurs in the state are coming up with new creative Handloom ideas around the annual harvest festival, Onam which kicked off earlier this month."We have floral, check patterns in our Onam 2019 collection," she added. "It is a soft fabric which is dyed in Aloe Vera and carries a different touch and feel," Shobha said. We also had a plus-size model and an entrepreneur and artist," she told. To cater to this problem, new-age designers have started experimenting in Handloom fashion to woo more and more Keralites into wearing the traditional fabric.

To extend the reach of their latest Onam collection, the raincoat fabric manufacturers designer explained, "We recently did one campaign especially with people who are around us like Sheroes and Heroes. Inspired from nature, anyone can wear Handloom, doesnt matter what the age is, what background they come from, what complexion they have," she said. The festival is celebrated to commemorate the Great King Mahabali, who according to the legends is said to visit Kerala on this of this auspicious occasion. Shobha is using the service of small handloom units across Kerala to weave voguish dress.Her brand also collaborated with some famous fashion designers of the country to bring out a fresh collection for this years Onam festival. "This year we want to spread this message across that Handloom for all.The designer revealed that they played with the popular Boda and Kasava fabric and incorporated the two to weave out new soft fabric. Introducing a new fashion isnt enough until it is propagated to the masses..Taking inspiration from the nature around here, Shobha Ashwin, owner of Weavers Village, a noted clothing brand, wishes to spread the message that Handloom is for all.

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"Technology plays a very strong part in fashion. As the economists say — lesser the supply, more the demand, and vice versa. The technique lessens the time-consuming handwork to quick and delicate designs through machineries. "We have tried and tested, at times failed but with time we have learnt how to printed fabric manufacturers balance the look."And there is a lot more that tech is bringing to fashion. 3D and now 4D printing is taking the fashion world by storm and making a huge statement. It also depends on the brand ideology — some brands choose to work with craftsmanship only while some choose to work with both. One does not necessarily have to be stuck to old and boring concepts. If they simply wanted digital prints, there are enough creative resources available to them in their own countries, why would they need to come to India?". This season our prints were very basic, with an ombre effect — so instead of usingdyes we used digital printing.While technology introduces new trends, tradition is maintained by handmade embroideries and traditional art of dyeing."Being in the industry for around 18 years now, Tytler has done numerous experiments with design.Fashion has always been about experimentation and customisation  — from fabrics and colours to prints and cuts."Creation by Eshaa AmiinDesigner Payal Jain strongly feels that today’s fashion consumer is extremely discerning as far as current trends are concerned, and also appreciates Indian textiles and crafts. "

The world comes to India for our craft, textile, printing traditions and embroidery techniques, we cannot forget those and ape the West because I truly believe that’s what sets us apart from them and brings buyers to us. If the prints are heavy, the embellishments are light, and if the print is light, we embellish the print. However, this is just a concept and the process of commercialisation is yet to start. "The current trend followed by most fashion brands of fusing modern prints and motifs with traditional embroidery techniques stems from this consumer preference and consequently, provides the youth of today with fashion that is contemporary as well as rooted in tradition, maintaining a balance between the old and new, modern and traditional, East and West.  "Anything is possible with this printing technique and everything conceivable can be interpreted on fabric," says Jain, who sees it as a boon for designers and creative people who live through their imagination and usually face problems converting these visions into reality — 3D and 4D printing are removing these road blocks and have made it easy to convert the most bizarre ideas into form.

Either way, as long as the demand persists, there is no fear of losing traditional touch," says Mehra. You need to move on with time, otherwise it doesn’t take much time to be forgotten," adds Tytler. "We are getting fabric which cools off and heats up according to the body and environment around it. We designers are like children, we like new toys to play with. "Laser printing also allows a lot of experimentation for designers to work with multiple layers and dimensions, surface ornamentation and fabric treatments, which are an exciting new addition to the fashion repertoire for today’s consumer. And currently riding a big wave of popularity is a blend of digital prints and traditional embellishment. But it all depends on how one interprets it every season. Talking about the trend he says, "Digital printing has been with us for sometime now. From infusing interesting prints such as snakeskin with textured fabrics like pinstripes and checks to net overlay, laser-cut work with crystal embellishments, he has done it all. So, is there any fear of tech overpowering the traditional roots? "With technology entering the fashion space, there is no fear of losing the traditional touch.Creation by Siddartha Tytler"Our strength as Indian designers will always be our rich heritage and textile legacy, if we lose that, we would lose our identity," asserts Jain."Adding to it Saggar Mehra, creative director at Sunil Mehra, says, "Precise cuts in fabric through laser brings out clean, accurate and clear cut designs.Siddartha Tytler is one of the pioneers of infusing digital prints with traditional embellishments.

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