Sewa designs fetch invite to national fashion shows

They were gracious, and better than the most fashionable models to walk the ramp. After mesmerising the audience with their intricately-woven ethnic designs at a show in Ahmedabad and then at a recent show in Delhi, rural artisans of the Self-Employed Women’s Association (Sewa) are ready to take on the country’s most acclaimed designers.

Sewa chairperson Reema Nanavaty told DNA that the artisans have been invited to take part in the next season of the prestigious Lakme Fashion Week and Wills Fashion Week. Sewa’s brand of apparels, Hansiba, will now compete with designs made by the likes of Ritu Kumar and Manish Malhotra.

The fashion show held in Delhi - ‘Ananta: The Flamboyant Stitch’ - was a huge success. And this can be gauged from the fact that Sewa artisans have bagged an order worth Rs1.5 crore. Next year, rural artisans associated with Sewa will again walk the ramp to display their creations, said Nanavaty.

“We had planned the Ananta fashion show at a time when it was possible for popular designers to attend the event,” said Nanavaty.

“Many designers were present at the show, where actor Sharmila Tagore walked the ramp to endorse our brand.”  The presence of so many established designers benefited Sewa artisans in numerous ways.

Already, three designers, Ahmedabad-based Shyamal and Bhumika and Delhi-based Reena Singh, have offered them contracts. The designers’ collections may soon flaunt Sewa-designed embroidered patches, buttas and borders.

To encourage Sewa’s artisans and promote brand Hansiba, Venezuela’s ambassador to India, Milena Santana Ramirez, and 17 other ambassadors also walked the ramp at the Delhi show.