We have seen the worst of the worsts in 2020. From a large-scale migration of daily wage workers to a negative GDP. The pandemic brought down the growth graph of all the major sectors and especially, the fashion industry. Since it doesn’t come under essential services, “the fashion industry is experiencing a seismic shift towards consumption” wrote Vogue India.
However, it is always the people at the bottom who suffers the most. Cancellation of pre-COVID orders, no business during lockdown and lack demand has led many small-scale businesses and “karigars” to shut down.
A first-of-its-kind initiative, #ToIndiaWithLove is dedicated to the skilled craftspeople of India. Join us with your support on October 9 and onwards, because giving back will always be in Vogue #MadeinIndia @GiveIndia pic.twitter.com/aaw0s1cQ51
— VOGUE India (@VOGUEIndia) September 24, 2020
Vogue India decided to bring the unfortunate condition of Indian karigars under the spotlight and draw industry’s attention towards them. The initiative, ‘To India With Love’ aims “to educate the audience about their unique talents, to start a conversation about fair compensation for their efforts, and to celebrate our love for their artistry”. Vogue India has collaborated with “Natasha and Adar Poonawalla Foundation” to raise funds for their cause.
‘To India With Love’ is claimed to be “first-of-its-kind-initiative” which will be released as a fashion film. It will be featuring Indian as well as, international designers who source their products in India. The film is scheduled for 9th October and will be aired on official site of Vogue, along with its social media extensions.
Some well-known names in the industry such as Sabyasachi Mukherjee, Giorgio Armani, Bibhu Mohapatra, Christian Louboutin, Anita Dongre and Tarun Tahiliani will be supporting this initiative. Vogue India also informed the readers on their website, that the designers “will be auctioning one-off pieces, creating limited-edition designs, or making monetary donations. Viewers can purchase the pieces from the designers’ sales points or make direct donations via Give India”.
