Usha Silai Label’s festive collection now at OGAAN

The festive collection from Usha Silai, the sustainable fashion label launched by Usha International Limited earlier this year, in consultation with IMG Reliance, will be exclusively available at OGAAN, at their Khan Market store in New Delhi. This is the second collection being launched by the label and reiterates that Usha Silai label is a commitment Usha has made with a long-term vision.
The first collection under the Usha Silai label (#UshaSilai) was launched in April this year after debuting at a special show on Sustainable Fashion Day during Lakmé Fashion Week Summer/Resort in February 2018.
As with the first collection, this festive collection too has been created by rural women in four clusters under the mentorship of designers who understand the local ethos and have imbued the collection with their unique take on the sensitivities of the region. Designers Sayantan Sarkar, Sreejith Jeevan,ShailaKhubchandani, and Swati Vijayvargieworked with local women from Usha Silaiclusters in the Bengal, Puducherry, Gujarat, and Rajasthan, respectively.
This collection has been inspired by the festive season and each designer has looked at an aspect unique to that geography, interpreted it in their own way, and translated that into the look and feel of the garments. The ensembles are an innovative and contemporary take on the local and traditional. Local craftsmanship plays a big role in terms of fabric and textile, colours, motifs, and crafts as in embroidery, block printing etc.
Usha Silai label is more than just a brand; it is a movement to eliminate economic disparity, and mainstream rural women into the world of high street fashion garment construction thereby multiplying their earning potential manifold. The Usha Silai collection has tags crediting the rural women and the ladies who have stitched these earn up to Rs 3,000 per garment. The intent is to empower and enable every Silai School woman to amalgamate the local culture with what they have learnt, to create styles and designs that are exclusive and bear the stamp of real India. The long-term vision is to bring out the creative as well as the entrepreneurial spirit of each of these women enabling them to be financially secure going into the future and serve as role models for others in their communities.
Jaspreet Chandok, Head of Fashion, IMG Reliance said, “The Usha Silai festive collection launched at Ogaan today is a reflection of the growing trend towards sustainable fashion and support for initiatives that leverage the creative potential at the grassroots for enabling sustainable livelihoods. We are really proud to continue as a partner with Usha International whose continued commitment to women empowerment can become a case study for other corporates.”
Dr. Priya Somaiya, Executive Director, Usha Social Services said, “It is so heartening to see people appreciate the new Usha Silai festive collection launched at OGAAN today. What is even more heartening is to witness the evolution of skilled rural Usha Silai women who are upping the ante for their own selves in terms of craftsmanship to cater to the global trends while keeping the local intact. This collection has raised the bar high and we, at Usha Silai, are committed to continue being the catalyst of change and nourish local artisans and craftsmanship at the grassroots level.”
Aashti Bhartia, Director, OGAAN, “The Usha Silai initiative very much resonates with our ethos at OGAAN — we work with designers that use Indian textiles and techniques and marry them with great design and a modern sensibility. It’s their second season with us and we couldn’t be more thrilled to launch this fabulous, sustainable collection that also celebrates the entrepreneurial journey of the inspiring and ambitious Usha Silai school women. We also welcome on board Swati Vijaivargie and ShailaKhubchandani, Usha Silai’s newest designer-mentors/collaborators who bring their fresh aesthetic to the label.”
Usha International in partnership with 58 NGO partners and 14 corporate/institutional partners, runs over 16,760 Usha Silai Schools pan India today. Over 3,69,000 women have completed their course from these Silai Schools and nearly 24,000 women continue to learn and hone their sewing skills every day at these schools. The women, on an average have started earning Rs.1800/- per month, with the highest earning going up to Rs 45,000/- per month.

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