“Every trend, new technique, fabric, or draping style is often a reinvention or adaptation of those that have existed for centuries. Although trends may fluctuate rapidly, classic designs endure and frequently become top sellers,” she told F2F.
The founder of India-based brand Shaza emphasised the importance of traditional craftsmanship in today’s fashion, even with the rise of fast fashion.
She spoke about Shaza’s alignment with green and slow fashion and how classic designs endure in an interview with Fibre2Fashion.
She also highlighted the challenges and rewards of working with local artisans.
Discussing the experience of working with local artisans, Gupta said, “Working with local artisans certainly comes with its challenges, yet the rewards are undeniably more significant. One challenge lies in assembling a team of artisans who share the same aesthetics and skill level, since this type of craftsmanship is unique and only a select few have mastered it. It is indeed a time-consuming process to set up a chain of crafters for each stage, as each one’s proficiency is reliant on another’s capability.”
She also shared the struggles faced post-COVID with migration issues, but the ultimate reward, according to her, is “witnessing the breathtaking talent of these artisans. Each one is gifted, able to produce stunning designs that are worth every bit of time and investment. Their involvement at all levels, including offering design tips, fosters a sense of liberation and a deeper connection between us.”
Click here to read the full interview.
Fibre2Fashion News Desk (NB)
