FT NEWS

Rethink. Reimagine. Rework. Three words that have developed a whole new meaning in 2020. In March, when India went into a nationwide lockdown, most of us thought that we will be back to our ‘old’ lives in no time.  Now, as we march into September, we are rethinking our way of living as we get accustomed to the “new normal”. Just like us, the fashion industry is going through a change and is encouraging people to support local craftspeople and home-grown labels and brands. India came together for the #Vocal4Local initiative. However, there are some brands who have always championed Indian techniques and traditions. And one such brand is Taneira, a TATA product, it has been fostering a spirit of Indian community and creativity through its designs ever since its inception in 2015.

It features handmade festive Indian wear made with natural fabrics. Taneira exclusively designs saris and other materials inspired by the traditional crafts from across the country that capture the true aesthetics of Indian weaves. Today, Vogue will focus on some of the different traditional Indian crafts that the brand champions.

Banarasi brocade

Did you know the craftsmanship of these zari-woven patterned silk brocades, as we know them today, was a result of a famine in Gujarat? It has been exposed to number of variations through the years. One will easily spot betel leaves, paisleys, foliage, shikar scenes, rudraksh and chand motifs on Banarasi fabrics, including on Taneira’s timeless creations. A brocade banarasi sari will be found in every bride’s trousseau, including our favourite Bollywood brides of 2018. Anushka Sharma’s regal red banarasi sari is the look for your wedding mood board.

What we love: While there are traditional colour palettes for a banarasi weave such as shades of red, gold and white, Taneira gives it a twist. The purple brocade sari by Taneira is a flawless pick for a woman looking to stand out in a room as it’s as intricate as it is impactful. The abstract designs make these saris an ideal piece for a lockdown wedding celebration.

Kanjeevaram

The grace of a kanjeevaram sari is timeless—the weave that is crafted in pure silk yarn and real zari adds an eternal appeal to the sari making it the stuff of family heirlooms. We bet you didn’t know that most kanjeevarams use heavily plied silk yarn to increase the weight, durability and life of the sari.

What we love: Staying true to its form, Taneira’s Kanjeevaram’s are the only one’s in India which are 100% pure and natural. Not just this, they are also made in Kanchipuram city of India, the birthplace of this iconic silhouette. Taneira’s kanjeevaram sari with pure zari tissue will become a classic silhouette in your closet and will keep you ready for any Indian occasion that the calendar throws at you. Pair it up with traditional temple jewellery that your mother has been saving for your big day since you were a little girl and you are good to go.

Gota Patti

Basically gold and silver lace from Lucknow, gota patti is made up of metal-coated weft yarn, and the warp yarn includes threads of fibres like cotton and polyester. It’s mainly used on lightweight fabrics like chiffon, georgette, tussar silks and crepes, gota patti is craft that is championed by many Indian designers in one form or another. It’s an art form that has been most played with by designers, however, it has still regal and timeless.

What we love: At Taneira, they celebrate gota patti in all its forms by creating pieces that will become part of every Indian bride’s traditional trousseau. The emerald green lehenga and dupatta with extensive borders of gota patti makes it a regal ensemble and a perfect choice for your sister’s wedding reception.

Bandhani

An intricate form of tie-dye indigenous to Gujarat, Rajasthan and parts of Uttar Pradesh, bandhani has retained its popularity over the years. It is often attached to special moments in life, like a girl’s wedding ensemble. Remember Isha Ambani completing her white wedding ensemble with a traditional red bandhani dupatta? It’s a timeless art form. Bringing it to life in new and old ways, Taneira has used it to for their traditional dupattas, lehengas and saris that are lightweight and can be worn with a number of pieces.

What we love: A weave that as beautiful as it is timeless, the vibrant green bandhani dupatta draped with a rich gold border and styled with an emerald green lehenga featuring gold dabka, sequins and gotta patti, it brings the ensemble together that’s perfect for your best friend’s wedding. Pro tip: Post the wedding festivities, elevate a cream coloured chikankari kurta with this dupatta and play with the two traditional Indian crafts in one outfit.

Taneira, a TATA product has opened its stores and is taking all the necessary precautions to make sure that every bride gets her dream wedding outfit in 2020 (with the added benefit of an introductory sale for the perfect price!). That’s not all. Taneira is also set to release its latest collection Tasvi, which will capture, as always, the true spirit of traditional Indian craftsmanship.

After all, Taneira believes in seven ideals that it promises to upholds in all its creations—exceptional quality, trust, authenticity, natural and pure products, bringing India under one roof, to handle their pride and purpose responsibly and to create a label like no other.