New Delhi: While colourful creations in chiffons, georgettes, pure cotton and silks are dominating the runways of the ongoing Wills Lifestyle India Fashion Week(WIFW), a select group of designers is promoting organic cotton in natural off-white colour and getting rave reviews as well.
Delhi-based designer Samanth Chauhan`s work has contributed to the revival of Bhagalpur handloom silk industry in Bihar, his native town, since his debut in 2006.
Over the years the handloom industry in Bhagalpur town was dying out with no patrons and no one coming forward to save this craft. But Chauhan took up the challenge to take traditional Bhagalpuri silk to the global audience and has succeeded in this endeavour.
This time at the WIFW, Chauhan has brought patented ‘Ahimsa silk’ from Hyderabad`s Kusuma Rajaiah, who is the only person in India who produces silk without killing silkworms.
"This new initiative has given a whole new dimension to my line and buyers are liking what I have to offer. It has interesting designs in a new pattern and everyone is just loving it," Chauhan told reporters.
Another designer, Joyjit of the label Ela, is making his debut at the WIFW and is exhibiting his organic line at the exhibition area. According to him, the idea of displaying his line at this business-to-business platform was to promote organic cotton so that farmers benefited out of it.
"I just want people to understand that they should realise the importance of cotton farmers and give a bit back to them by just wearing a single organic garment in a month. If they do so, they would be indirectly helping them," said Joyjit.
"I have named by brand `Ela` which means the goddess earth who looks most beautiful in spring/summer time. So through my brand, I am talking about a philosophy that connects to the earth," he added.
Joyjit said a simple change like this can`t come overnight but slowly and he is determined to bring that change in the attitude of people.
He said his organic line is not even bleached or dyed - as it is hand washed, resulting in a garment minus any chemical effects.
To make these natural coloured garments look different the designers have added different dimensions and creativity to them, but at the same time, don`t they lose out in the race of colours at the fashion weeks? he asked.
Chauhan disagreed and said that initially consumers or buyers wanted him to add colour to the garment, but off late, they want the garment in its natural colour because they have realised that it looks amazing in the natural tone.
Though Chauhan offers buyers a variety of colours to choose from - they can be dyed - buyers are buying it in its natural form.
These designers have added 3-D effects, various drapes and experimented with structures and organic clothing does come with a heavy price tag.