#IWearHandloom: Social media campaign goes viral

Pic Courtesy: ThinkStock images (For representational purpose only)

New Delhi: Ahead of National Handloom Day, which falls on Sunday, Textiles Minister Smriti Irani has launched a #IWearHandloom' initiative, which has gone viral online. FDCI president Sunil Sethi too has urged the fashion fraternity to promote handloom consumption.

#IWearHandloom encourages the wearing and sharing of handwoven garments and accessories. The campaign began on Monday, and has found takers from all quarters.

The Twitter-based campaign is aimed at empowering handloom weavers of the country, and the Fashion Design Council of India (FDCI) is a frontrunner in the celebration of warp, weft and weaves.

"With more and more trend-setters like you (Irani) recognising the value of hand-woven textiles and finding them relevant, the time is right to set the stage for a grander spectacle," Sethi, who himself shared a photograph flaunting handloom garments, said in a statement.

The initiative soon went viral on Twitter getting immense support from fashion designers, sportsmen, politicians and the public in general.

Acknowledging the support extended by FDCI, Irani said: "I thank the FDCI along with top designers across the country who have played a critical role in making this campaign a success and helping mainstream handloom globally."

On Monday, Irani took to her social media account and posted: "I support Indian weavers, here's my #IWearHandloom look - Handwoven Silk from Bihar. Share your look and tag five people."