FLOkari campaign for revival of phulkari

Tribune News Service

Amritsar, July 3

Amritsar FICCI FLO has initiated a campaign to highlight the craftsmen behind the growing fashion industry — the ‘karigars’ who work tirelessly to make sure that those hi-end labels and red carpet entries never go wrong. Creating awareness and support regarding their livelihood, that has been hit due to the pandemic, the FLO’s initiative for ‘karigars’ today got appreciation from ace designer Manish Malhotra.

A web interaction with Manish Malhotra, for FLOkari, FICCI FLO Amritsar’s campaign for revival of phulkari, the star-designer shared his own endeavour to support weavers and craftsmen from fashion industry in these trying times. “Craftsmanship needs attention. We need to instil in people a love for their traditional cultures and admiration for our super talented karigars. The fact that Indian embroideries got recognition in global fashion industry shows how unique our traditional craftsmanship is,” he said. He called FLOkari a brilliant initiative by FLO Amritsar, “Phulkari is a kaleidoscope of colours with all those abstract, geometrical patterns that inspire and connect with the youth. Traditional crafts need to be supported wholeheartedly,” he said.

Talking about the change that pandemic has brought in the fashion industry at large, since lockdown and economic slump has also hit the couture culture, Malhotra said: “We are going to witness a sense of self-being and self-styling with acceptance coming in. People are going to be experimental and diverse with their choices. A lot sustainable choices in fashion are being promoted, with niche, home grown brands that promote the ideas of acceptance and individuality now becoming popular.” He further adds that we must encourage this sense of uniqueness and individualism among our youth by listening to them more than telling them. This is the only way they are going to view our advices as wisdom and consider us a part of them.

Manish shares his love for movies and styling and how he used to comment on his mother’s and teachers’ styling. “I had a very distinct approach towards fashion and glamour when it came to Bollywood stars. I wanted to it be very creative and authentic and natural at the same time,” said the fashion maestro.

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