Tata Group’s luxury online platform Tata CLiQ Luxury has introduced ‘The Shawl Project’, a trailblazing initiative to commemorate Indian craftsmanship and couture.
The project displays the resurgence of one of India’s most treasured textile traditions, shawl – and is a part of the e-tailer’s broader partnership with The Woolmark Company.
The first edition of the project presents a collection of exquisite, limited-edition shawls co-created by ten renowned Indian fashion designers. The assortment epitomises a blend of Australian Merino wool and Indian artisanal expertise.
The likes of Manish Arora, Rahul Mishra, Rajesh Pratap Singh, Abraham & Thakore, Aneeth Arora, Amit Aggarwal, Pankaj & Nidhi, Nachiket Barve, Raghavendra Rathore and Zubair Kirmani have used at least 80 per cent Merino wool to produce the shawls.
Arti Gudal, Country Manager (India), The Woolmark Company noted that the project truly represents the amalgamation of art and culture in fashion and it has pressed designers to rediscover Merino wool and the Indian heritage. They have not only reproduced key qualities of wool in their designs but also paid reverence to India’s culture.
The range was unveiled recently at The Taj Mahal Palace, Mumbai, followed by a gala fashion show that spotlighted shawl as a symbol of avant-gardism and style and as a garment that can be adorned differently every time. The collection will be exclusively available on Tata CLiQ Luxury come 25 January 2018.
Accentuating that India’s rich, exquisite and diverse arts and crafts heritage deserves a greater appreciation, Tata CLiQ Chief Operating Officer Vikas Purohit stated, “With The Shawl Project, we are launching our Indi Luxe section and giving our consumers access to exclusive Indian luxury brands online through Tata CLiQ Luxury. This project is very dear to the brand, as it allows us to create awareness about traditional crafts and culture amongst our discerning consumers.”
