Hi Everyone,
While the world recognizes an exquisite ensemble for its intricacy, fabric and style, not many think of the people behind the craft from embellishments, weaving, printing to the perfect tailoring. An industry veteran for the past 40 years, Ritu Kumar – India’s foremost luxury fashion brands has launched an initiative to recognize and celebrate such ‘people’ who silently work behind the scenes.
The campaign feature a series of videos released over time with an objective to portray the people and craft behind Ritu Kumar. The videos narrate the story behind the identity, craftsmanship and the revival of Indian textiles and crafts. Ritu Kumar, as a concerned industry player has made a conscious effort to bring the work of these craftsmen to light and keep the tradition of high value handicrafts alive.
The videos subtly reflect on India’s past and present coming together, with the delicate embroideries of yesteryear's taking the fancy of today’s youth who rejoices in everything that is vintage. Ritu Kumar takes pride in showcasing the links that have managed to keep the rich heritage of Indian textiles alive.
Mummy Daddy Media Pvt Ltd and Chintan Gohil, a budding artist and videographer, the creative minds behind this inspirational concept have created and produced the four part video series. The first video of the series was premiered at the Lakme Fashion Week Fashion Films Premiere hosted by Vogue's Fashion editor, Anaita Shroff Adajania, today.
The brainchild behind the concept, Mr. Amrish Kumar, CEO, Ritu Kumar said, “We are very happy to launch this initiative that applauds the people who create these beautiful ensembles and celebrates the journey of a garment from a weaver's village to an embroider's workshop. Working in the industry for decades, we as a brand salute these craftsmen for their art.”
Md. Nisar Ahmed
Age: 55 years
Expertise: Hand Embroidery
Another endearing story of a Md. Nisar, a young artisan who started as contract worker with Ritu Kumar 35 years ago when he was in his late teens. Ritu Kumar fondly remembers Nisar as an artisan who knew his textile trade in a way that is rare in the business. 'He had an eye for detail and craftsmanship, which did not fail to impress me. I remember giving him a really intricately printed panel with the image of the ‘Devi’, which he worked on for over a month. What came back to me was a master craftsman’s interpretation of the goddess, in intricate thread work, the likes of which should be in the realm of art and not only craftsmanship. He was modest though, and knew his worth and believed in the craft so strongly that I knew it was only a matter of opportunity, and he would go far.'
Ritu Kumar encouraged Md. Nisar to start his own embroidery unit. With a small group of 7-8 embroiderers, he scaled to over 300 odd embroiders in a short span of time. Over the years, he developed an expertise in various embroidery forms like Kashida, Zari, Zardozi and machine embroidery. Md. Nisar, the son of a head mason, hails from Bihar and has completed his education till Class VIII. Today his younger brother helps in his business and his family and children are well settled. His eldest son is a post-graduate and works in the IT department of a reputed firm in Salt Lake and 3 of his daughters are undergoing graduation. He strongly believes in the saying that ‘Learning never ends’ and continuously endeavors to hone his skills. He also says, ‘When your skill is appreciated, you find the extra enthusiasm to go the extra mile’. Today he has built a vast talent pool of skilled embroiderers who will help keep the tradition of hand embroidery alive.
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Beautiful Hands make Beautiful Work
A Ritu Kumar Initiative
While the world recognizes an exquisite ensemble for its intricacy, fabric and style, not many think of the people behind the craft from embellishments, weaving, printing to the perfect tailoring. An industry veteran for the past 40 years, Ritu Kumar – India’s foremost luxury fashion brands has launched an initiative to recognize and celebrate such ‘people’ who silently work behind the scenes.
The campaign feature a series of videos released over time with an objective to portray the people and craft behind Ritu Kumar. The videos narrate the story behind the identity, craftsmanship and the revival of Indian textiles and crafts. Ritu Kumar, as a concerned industry player has made a conscious effort to bring the work of these craftsmen to light and keep the tradition of high value handicrafts alive.
The videos subtly reflect on India’s past and present coming together, with the delicate embroideries of yesteryear's taking the fancy of today’s youth who rejoices in everything that is vintage. Ritu Kumar takes pride in showcasing the links that have managed to keep the rich heritage of Indian textiles alive.
Be a part of campaign : http://www.ritukumar.com/
Mummy Daddy Media Pvt Ltd and Chintan Gohil, a budding artist and videographer, the creative minds behind this inspirational concept have created and produced the four part video series. The first video of the series was premiered at the Lakme Fashion Week Fashion Films Premiere hosted by Vogue's Fashion editor, Anaita Shroff Adajania, today.
The brainchild behind the concept, Mr. Amrish Kumar, CEO, Ritu Kumar said, “We are very happy to launch this initiative that applauds the people who create these beautiful ensembles and celebrates the journey of a garment from a weaver's village to an embroider's workshop. Working in the industry for decades, we as a brand salute these craftsmen for their art.”
Md. Nisar Ahmed
Age: 55 years
Expertise: Hand Embroidery
Another endearing story of a Md. Nisar, a young artisan who started as contract worker with Ritu Kumar 35 years ago when he was in his late teens. Ritu Kumar fondly remembers Nisar as an artisan who knew his textile trade in a way that is rare in the business. 'He had an eye for detail and craftsmanship, which did not fail to impress me. I remember giving him a really intricately printed panel with the image of the ‘Devi’, which he worked on for over a month. What came back to me was a master craftsman’s interpretation of the goddess, in intricate thread work, the likes of which should be in the realm of art and not only craftsmanship. He was modest though, and knew his worth and believed in the craft so strongly that I knew it was only a matter of opportunity, and he would go far.'
Ritu Kumar encouraged Md. Nisar to start his own embroidery unit. With a small group of 7-8 embroiderers, he scaled to over 300 odd embroiders in a short span of time. Over the years, he developed an expertise in various embroidery forms like Kashida, Zari, Zardozi and machine embroidery. Md. Nisar, the son of a head mason, hails from Bihar and has completed his education till Class VIII. Today his younger brother helps in his business and his family and children are well settled. His eldest son is a post-graduate and works in the IT department of a reputed firm in Salt Lake and 3 of his daughters are undergoing graduation. He strongly believes in the saying that ‘Learning never ends’ and continuously endeavors to hone his skills. He also says, ‘When your skill is appreciated, you find the extra enthusiasm to go the extra mile’. Today he has built a vast talent pool of skilled embroiderers who will help keep the tradition of hand embroidery alive.
About Ritu Kumar
RITU KUMAR is the largest & most respected designer-wear brand in India today. Since 1969 it has developed a unique style of its own, reflecting the ancient traditions of Indian craftsmanship in a contemporary vocabulary. The brands ancient designs and the innovative use of traditional crafts have created a new classicism. Today the company is renowned for its distinctive use of colours, quality of fabrics, intricate embroideries and a gloriously rich Indian aesthetic. The brand has a presence in over 35 stores in Indian and Dubai. Visit: www.ritukumar.com
Till next time....Keep it STYLISH By Nature !!
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