Rohit Bal x Usha Silai Project’s ‘Kashmir’ collection now retailing at Rohit Bal Studio

by Apparel Resources News-Desk

03-April-2019  |  4 mins read

(L to R)Jaspreet Chandok, VP&Head of Fashion,IMG Reliance,Chhaya Shriram,Dir,Usha Int,Dr Priya Somaiya,ExecDir, Rohit Bal, Krishna Sriram,ExecChairman & CMO Usha Int.
(From Left to Right ) Jaspreet Chandok, Vice President and Head of Fashion, IMG Reliance, Chhaya Shriram, Director, Usha International, Dr Priya Somaiya, Executive Director, Usha Social Services, Rohit Bal, Krishna Sriram, Executive Chairman and CMO, Usha International

Rohit Bal’s Kashmir-inspired Summer Resort collection in association with Usha Silai Project which was showcased at Lakmé Fashion Week in January this year, has now been unveiled.

Dubbed ‘Guldastah’, the collection is evocative of intricate Kashmiri embroidery over exquisite organics comprising of cottons, silk blends, Chanderis, silk organzas, silks and velvets, etc. details such as intricate embellishments move from thread to gold wire and then onto magnificent zardosi, creating a satisfying visual appeal combining tradition with art. As someone who is from Kashmir and understands life as it is there, Rohit Bal uses motifs, colours, cuts, and fabrics to bring alive its timeless beauty in his inimitable style.

Beginning 2nd April, the collection will exclusively be available at Bal’s store in Defence Colony, New Delhi.

“I feel a sense of great pride working with these women of Kashmir and putting a whole collection together. This is an incredible venture put forth by USHA Silai and being a Kashmiri myself, I feel very emotional about this project. It’s very close to my heart and I wish everyone all the best and I hope that this small spark can kindle some warmth in the hearts of all that are involved and more.” – Rohit Bal, Fashion Designer

With Lakmé Fashion Week Summer/Resort 2019, the Usha Silai Project moved into the Kashmir Valley and launched a new Kashmir Cluster that aims to educate ladies to on sewing techniques and thus, empowered the village women. All profits earned on the Usha Silai label garments are credited back to these women, enabling them to earn up to INR 5,000 per garment.

“Usha Silai Label in Kashmir with Rohit Bal is an inspiring story. In just a short eight months, this amazing Guldastah collection made by Usha Silai School Women from Kashmir, reinforces our belief that the right intent coupled with up-skilling and hard work makes for success. These ladies really set the bar high for themselves, braving challenging circumstances, freezing weather conditions, shifting work bases, living away from their homes, but all the while, never losing sight of their goal, to create an extremely high standard of design, representative of Rohit Bal’s quality and sentiment, and also their own aspirations to learn to be good designers.” Chhaya Shriram, Director of Usha International, said.

The sustainable fashion label was launched by Usha International in 2018 in consultation with IMG Reliance. This is the third collection under the label and reiterates Usha’s commitment to preserving and growing local talent and crafts while creating a go-to-market platform for the women.

Rohit Bal with Rohit Bal X Usha Silai launched at Lakmé Fashion Week now available at the Rohit Bal Studio.
Rohit Bal with Rohit Bal X Usha Silai launched at Lakmé Fashion Week now available at the Rohit Bal Studio.

“This is a partnership we are proud to have played a role in, not just because of the outstanding garments on display today, but the intent behind it. To have this collection stitched in Kashmir by the Usha Silai women showcased today at a Rohit Bal store is a triumph and we hope to continue and grow this association.” Jaspreet Chandok, Vice President and Head of Fashion, IMG Reliance said.

The Usha Silai label was conceptualized to highlight the potential of the Usha Silai School initiative that started in 2011 and today has under its umbrella 20,350 Silai Schools training women in the remotest parts of India how to sew, empowering them to earn from their homes.

The Kashmir Collection by Rohit Bal for Usha Silai is priced between INR 25,000 – INR 1,75,000 adn will exclusively retail at the Rohit Bal Studio in Defence Colony.

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