USHA unveiled a curtain raiser of the sustainable fashion label ‘Usha silai’ at LFW S/R 2018

USHA unveiled a curtain raiser of the sustainable fashion label ‘Usha silai’ at LFW S/R 2018

Usha International to unveil a curtain raiser of the sustainable fashion label ‘Usha Silai’ at Lakmé Fashion Week 2018

Usha International, India’s leading manufacturer of sewing machines, fans and home appliances, will launch a curtain raiser of the sustainable fashion label Usha Silai in collaboration with IMG Reliance, through a powerful fashion forward initiative #ReimagineFashion. The initiative aims to empower women in rural areas with skills and resources to create clothes and accessories that can be retailed in the urban fashion market.

Label Usha Silai will create a platform that showcases the work of these local women from Usha Silai Schools from four identified creative hubs in Rajasthan, Bengal, Gujarat and Puducherry. The brand will work at several dimensions producing unique pieces that have the essence of the region. The collection will bear the credits of the rural women workers.

Usha Silai will debut through a special show on Sustainable Fashion Day at the upcoming Lakmé Fashion Week Summer/Resort 2018.

The first collections under the Usha Silai brand will give a new meaning to the current trends in the fashion space and develop garments for the urban market. The ensembles are created by trained rural women and crafted to perfection under the mentorship of designers like Amit Vijaya and Richard Pandav, Sayantan Sarkar, Soham Dave and Sreejith Jeevan. The garments produced will be of high quality and retail value through grass-root design intervention. The proceeds generated from the sales will go back to these rural women. This is thus an attempt to create long-term opportunities for rural women and get recognition within their cultural and socio economic realities.

Dr. Priya Somaiya, Executive Director, Usha Social Services said, “With the launch of label Usha Silai we have created a platform that has the power to impact and change the lives of many. Using local skills and modern techniques, we will create an umbrella that caters to sustainable fashion in a modern language. This is an initiative that commences at the very foundation and attempts to reach wider audience through many mediums including the Internet. I hope it will strengthen and grow over time."

Jaspreet Chandok, Head of Fashion, IMG Reliance said, “#ReimagineFashion is a powerful narrative of empowerment and inclusivity in fashion. It establishes the principle that for Indian fashion to be forward, it needs to think local and leverage human potential at the grass root level for the development of a sustainable livelihood. We are honored to partner with Usha International for this initiative and launch Usha Silai at Lakmé Fashion Week.”

Label ‘Usha Silai’ is more than just a brand; it is an endeavor to uplift livelihoods of rural women all over the country by providing them with specialized skill sets.