Self-taught designer, Gaurang Shah has broken many stereotypes in the fashion industry. Unlike many others, Gaurang did not go to any top fashion school. In a time when the industry was obssesed with western trends, Gaurang decided to work towards reviving the heritage of the country. Gaurang not only made the traditional weavers but believe that weaving was still in demand but also proved it to the world through his designs.
Gaurang got interested in textile designing from a very young age. Growing up, he saw his mother wearing hand-woven sarees. But over a period of time, women’s choices started to shift towards modern day fabrics like georgettes and chiffons. This was because of the lack of designs and variability offered in the handwoven designs. Gaurang realised the flaw and decided to work on it.
Gaurang got to interact with the buyers and weavers through his father’s store. It was then that he traveled across the country searching for weavers to work for him. He started out with a handful of weavers from Andhra Pradesh. Gaurang made them believe in the potential of their craft. Gaurang says that his designs “challenge the weavers”. Each saree takes five to six months to weave. Some of them take even two years to weave depending on the designs.
His label “Gaurang” has outlets in almost all the major cities including
New Delhi, Hyderabad, Bangalore, Chennai, Kolkata and Mumbai. His designs offer a sense of elegance and focuses on the art of handlooms. The weaves are created using the Jamdani technique with pure zari on cottons and silks. The traditional motifs are inspired by Indian temples, floral and visuals drawn from nature. The trademark of his work are the traditional Indian weaves and hand embroideries like Parsi, Kashmiri, Chikankari on handloom sarees with a contemporary touch.
Gaurang wants the young generations to keep the ageless tradition of Jamdani art alive. He also advises young designers is to learn, understand the potential of textile.
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