“To India With Love,” a global initiative to aid Indian artisans affected by the pandemic.
With a growing consumer focus on craftsmanship, the fashion industry witnessed a significant shift in consumer awareness.
The impact of COVID-19 on fashion, especially on the skilled artisans who create garments, was severe. India recognized the urgency to spotlight these craftsmen, accepting India’s rich textile heritage and the jeopardy faced due to cancelled orders and reduced demand.
Participating designers, whether based in India or sourcing part of their production there, offered unique pieces for auction and limited-edition designs.
Natasha and Adar Poonawalla, known for their impactful work in education, sanitation, and supporting non-profit organizations, showed strong support for the cause.
The fashion film features esteemed names like Giorgio Armani, Christian Louboutin, Anita Dongre, and others on various social media platforms. The industry aimed to spotlight these artisans’ talents, start conversations about fair compensation, and celebrate their artistry while inviting contributions to sustain their livelihoods.
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