Acknowledging the craftsmen and artisans isn’t solely an ethical gesture; it’s also a strategic one, according to Shivani Parikh, founder of Shivanii and an embroidery designer.
The practice of naming craftspeople in the design itself is gaining momentum as a way to recognize and celebrate the skilled artisans behind fashion creations. Designers like Shubhika Sharma of Papa Don’t Preach and Rahul Mishra are leading this trend, highlighting the faces and names behind the designs, not just the label.
Fashion industry experts laud this movement, noting that it fosters a deeper connection between consumers and the creative minds shaping the fashion world. By recognizing artisans by name, the industry humanizes itself, acknowledges the craftsmanship involved, and promotes transparency and ethical practices. It adds a human touch to the products, enhancing authenticity and accountability.
Moreover, naming craftspersons has several benefits:
– Provides fair recognition and compensation for their contribution
– Preserves traditional craftsmanship and cultural heritage
– Educates aspiring designers and newcomers about the significance of understanding the entire supply chain and craftsmanship
– Encourages transparency and ethical practices in the industry
– Builds brand loyalty
This practice not only fosters appreciation but also drives innovation. Acknowledging craftspeople is not just an ethical gesture but also a strategic move, aligning with the evolving values and preferences of today’s consumers. It has the potential to promote innovation, sustainability, and stronger connections with the audience.
Gautam Gupta, creative director at Asha Gautam, emphasizes that while these steps bond artisans with brands and designs by giving them credit for their craftsmanship, it is crucial to ensure fair payments, better working conditions, and social security for artisans.
Gautam Gupta further emphasized that this movement is progressing slowly because many brands are still reluctant to share this recognition. He shared an example of their 25th-anniversary celebration, during which they featured pictures of all their in-house teams’ artisans in a single frame. This demonstrates their commitment to recognizing and celebrating the artisans who contribute to their creations.
