Strandofsilk.com Launches a "Journey Map" to Explore Indian Crafts and Techniques Used in Indian Fashion

London, United Kingdom, November 1, 2014 (Newswire.com) - Online retailer Strand of Silk announces the launch of the latest addition to their website, a content focused offering that gives readers a chance to experience and learn more about different crafts and techniques used by Indian fashion designers.

A myriad of crafts and techniques are indigenous to the different states and cultures within India, each with its own heritage and history. In this exploration of traditional techniques, Strand of Silk will virtually take readers across India. Thus, the Journey Map is felicitously named.

This is a ground-breaking endeavour. Strand of Silk is placing luxury in a cultural context by exploring the long standing techniques that give contemporary Indian fashion its unique identity. By increasing awareness of the painstaking work involved in creation, it is our ultimate goal to breathe new life into crafts that are threatened by mechanisation and sustain artisans whose work has stood the test of time.

Dr. Veda Khulpateea, Director, Strand of Silk

The Journey Map presents to readers an interactive map of India that lets them select a specific state and see the prominent indigenous crafts therein. Readers can navigate through the history, background and processes of each technique in a visual and engaging manner. This pioneering and comprehensive exploration of the historical aesthetics of Indian fashion, culture and heritage is exclusively offered by Strand of Silk.

Dr. Veda Khulpateea, a Director at Strand of Silk, said, “This is a ground-breaking endeavour. Strand of Silk is placing luxury in a cultural context by exploring the long standing techniques that give contemporary Indian fashion its unique identity.”

The Journey Map is a unique opportunity to discover how traditional Indian crafts and their production techniques have changed little over millennia, but are being constantly employed in contemporary designs by leading Indian fashion designers. The timelessness of these crafts is emphasised and readers can learn how historical techniques behind the products offered by Strand of Silk have been preserved and are constantly being used in contemporary fashion, both in and out of India.

The crafts and techniques have been selected to give a rich perspective of Indian culture and traditional fashion, whether the reader is already aware of the technique or not. The reader has the unique opportunity to discover the generations of artisans who continue to perpetuate traditional crafts in these modern times. Dr. Khulpateea added, “By increasing awareness of the painstaking work involved in creation, it is our ultimate goal to breathe new life into crafts that are threatened by mechanisation and sustain artisans whose work has stood the test of time.”

Of these traditional techniques that continue to be employed in contemporary Indian fashion, acclaimed Indian luxury handbag designer, Meera Mahadevia pays tribute to what she calls, “The most artistic manufacturing tool of all time: the human hand.” It is in this spirit that Strand of Silk launches the Journey Map, which celebrates the artistry of indigenous crafts whose value lies not in their material, but in their delicate details and the countless hours spent in their creation.  

Readers are offered more than just an insight into the craftsmanship and heritage of Indian fashion, but also given a chance to delve into the historical elements of India’s traditions, culture, heritage and fashion. Meera Mahadevia sees the need for such a thorough exploration, saying, “We have an extremely rich textile and art and craft heritage across India. We as Indian designers should make the effort to tap the reserve of this amazing art and craftsmanship by putting in the energy required to preserve this heritage.”

This new section on strandofsilk.com will continue to feature new crafts and techniques on a regular basis. Ms. Clavinna Phan, an associate who is involved in the project said, “The breadth and intricacies involved in the crafts from India are truly astounding! We have only scratched the surface of the techniques that India has to offer, and over the next months, we aim to continue adding interesting material for our readers.” She adds, “At the start, we have focused on 5 techniques only – Applique, Banarasi Brocade, Block Printing, Tie and Dye and Zardosi – but the list is extensive and there is a lot more to come!”

The company also foresees collaborations with leading Indian and British universities, museums and cultural organisations, to provide an even more interactive and deeper experience to visitors. The company mentioned that it is already engaged in multiple discussions in this regard.

About Strand of Silk

Strand of Silk (strandofsilk.com) is an online fashion retailer for contemporary Indian designer clothing, based in London and Mumbai. Contemporary Indian fashion is discovered and exclusive Indian designer clothes are handpicked, offering a wide range of traditional and modern Indian outfits.

 The collections offered by the company include styles from leading Indian fashion designers that combine the best of Eastern craftsmanship and Western silhouettes. A unique Bridal service that gives shoppers an ability to customise their outfits is also offered by the company.

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