Italian jacquard is yet another example. It became a hit because it was promoted by international designers as most of the initial designers were Italians. Hence Italian jacquard became an integral part of the fashion capital for decades.
Khadi was popular earlier as there was a cause related to it, i.e. freedom struggle and the Swadeshi movement, but now there is no such cause so the Indians have lost the emotional connection with it. Neither they find it trendy in the ways, the other garments are presented. Khadi has to change it’s course from just being a fabric of freedom struggle to a fabric recreating fashion and trends.
Our vision is to relate khadi to luxury, as the fabric has all those qualities, only its making had to be refined, which our government was already working at. Harit khadi is a reinvention of khadi. This fabric needs to be used in fashionable products with different cuts like the fashion brands in developed countries as consumers are well aware fashion trends that keep changing at a fast pace. Khadi is a treasure to be kept and reminds individuals of their roots, which is a major concern of today’s parents. They are really concerned about how to inculcate value system in their kids. Parents fear internet influence, as their interaction with their kids is reducing and the young generation is getting more and more dependant on internet and mobile. Khadi could be a way to get the kids close to their roots and feel proud of their country and it’s freedom struggle.