In a grand celebration of Indian artistry and craftsmanship, Bollywood star Vicky Kaushal captivated the audience at the grand finale of FDCI’s Hyundai India Couture Week 2024, wearing a striking sherwani crafted by Swadesh in collaboration with global luxury couturiers Falguni Shane Peacock (FSP). This moment not only highlighted the beauty of traditional Indian textiles but also underscored Swadesh’s dedication to elevating India’s rich artisanal heritage.
The sherwani, created from exquisite Banarasi brocade, featured intricate floral patterns and delicate beaded embroidery. Each detail reflected the masterful skill of Swadesh’s weavers, who employed the traditional kaduwa technique to produce a garment of exceptional grandeur and sophistication. This collaboration marked FSP’s first foray into Indian weaves, casting a spotlight on the skillful artistry of regional craftsmen.
Swadesh, an initiative by Reliance Retail and inspired by Mrs. Nita Ambani, founder and chairperson of the Reliance Foundation, is committed to preserving and reviving India’s rich craft traditions. By providing a global stage for artisans, Swadesh aims to elevate indigenous art and craftsmanship. The brand’s 20,000-square-foot flagship store in Hyderabad, its concept store and artisan demonstration pavilions at NMACC in Mumbai, and a pavilion at The India House at the Paris Olympics serve as vibrant centers for showcasing handcrafted apparel and products with a touch of luxury.
The finale, held in the Capital, also introduced a new capsule collection by Swadesh and FSP, blending contemporary couture with traditional techniques. The collection featured sarees woven with Kanjivaram silks and embellished with real gold and silver zari threads, along with Banarasi brocade lehengas and Chikankari pieces. Each item, adorned with the FSP monogram, seamlessly merged modern design with timeless Indian craftsmanship.
