‘Sabyasachi x H&M: a wake-up call to the design fraternity’
The Hindu
The crafts activist’s response to the designer’s note today says communities with age-old creative traditions deserve much more than ‘crude shortcuts’
Sabyasachi Mukherjee’s response to the joint letter by a collective of Indian craft organisations, voicing concerns about his digitally-printed Sanganeri and Kalamkari lookalike collection for global brand H&M, had lots of words — basically saying that by putting Indian textile traditions in a mass production medium he hoped it would then generate a demand for the authentic artisanal product. Well, here’s hoping! The trouble with global clothing chains is that their existence depends on creating new trends on a seasonal basis in order to maintain a constant demand for their products. What’s ‘in’ today is not ‘in’ next season. Old stock is junked. That’s why it is known as fast fashion. Seeing a new range promoted by H&M in malls and high streets across the world creates avid demand at first, but then comes the saturation. Will customers really clamour for genuine handblocked Indian prints once they’ve bought the H&M versions, or will they simply move on to the next latest thing?
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