Sustainable fashion label ‘Usha Silai’ launches exclusively at Ogaan

Usha Silai, the sustainable fashion label created by Usha International Limited, has launched its sustainable fashion label ‘Usha Silai’ in consultation with IMG Reliance on Friday.

The collection has been launched exclusively at multi-brand fashion outlet Ogaan at their Malcha Marg store in New Delhi.

The first collection under the label has been curated by designers Amit and Richard Pandav, Sayantan Sarkar, Soham Dave, and Sreejith Jeevan, along with local women from Usha Silai Schools in the Rajasthan, Bengal, Gujarat, and Puducherry clusters, respectively.

The company said that the Usha Silai label is more than just a brand, it is a movement to eliminate gender disparity, and mainstream rural women into the world of high street fashion garment construction.

Commenting on the launch, Dr. Priya Somaiya, Executive Director, Usha Social Services in a statement said, “We are delighted to launch Label Usha Silai at the Ogaan stores. The collaboration with Ogaan will help the skilled rural artisans showcase their exquisite craftsmanship at a global level. We, at Usha Silai, are committed to being the catalyst of change and will continue to nourish local artisans and craftsmanship at the grassroots level.”

The brand aims to create a skilled work pool comprising rural women who can create clothes and accessories that can help them to become a successful entrepreneur.

Usha Silai wrote on the micro-blogging platform, “Team #UshaSilai the fashion designers along with the Usha Silai School women at the @OGAANINDIA launch of the fashion label.”

Jaspreet Chandok, Head of Fashion, IMG Reliance said, “We are honored to partner with Usha International for this initiative. After a fabulous curtain raiser of the Usha Silai Label on Sustainable Fashion Day at Lakme Fashion Week Summer Resort 2018, we are now delighted to partner for its retail launch at Ogaan.”

Aashti Bhartia, Director, OGAAN said, “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. This is the first time they’ve invited designers to collaborate and it is a great step for the Usha Silai school women.”

Also, listen to what the fashion industry had to say about this initiative and the Usha Silai collection – Nikhil Mehra of Shantanu & Nikhil.

Usha International in association with 58 NGO partners and 14 corporate/institutional partners that runs over 16,646 Usha Silai Schools pan India.

The Usha Silai project show was brought to the centre stage on day two of the Lakme Fashion Week (LFW) Summer/Resort 2018. Opening with a black/white sari/blouse with 3D appliques, the show moved to a lungi matched with a top, and a mustard sheath topped with white bolero.

Kavita Bhartia from #OGAANINDIA shares her thoughts about the launch of the Usha Silai label at her stores #Ushasilai.

Usha International is India’s leading manufacturer of sewing machines, fans and home appliances.

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