Renowned designer label Asha Gautam, celebrated for its traditional handcrafted heirloom clothing, introduces its latest venture – the Kadam Project. This initiative revives old fabrics to be made into something else. The collection features handcrafted vintage fashion of sarees, bridal couture, and festive ensembles. The Kadam Project reflects Asha Gautam’s commitment to sustainability, environmental awareness, and a circular design ethos.
The Kadam Project breathes new life into vintage textiles, some dating back four to five decades or more. Refurbished by skilled artisans, real zari threads in silver or gold, which may have lost their sheen, are restored to their original lustre and integrated into new bases. Motifs, jal, borders, and pallu are artistically applied based on the client’s preferences.
Gautam Gupta, the creative head at Asha Gautam, underscores the urgency of addressing climate change and positions their project as a ‘beacon of responsible fashion.’ He emphasises that the objective goes beyond merely slowing down new garment production, extending to the judicious reuse of existing pieces for future consumption.
With a 25-year history in the industry, Asha Gautam leverages expertise in reimagining classic pieces for its clientele. Supported by a team of skilled artisans, the brand endeavours to broaden its impact by rejuvenating the charm of vintage fashion while championing recycling and upcycling principles.
Asha Gautam’s sustainability commitment transcends clothing creation, with leftover materials finding new life as potlis and tassels, contributing to the overall sustainability of the process. However, the intricacies of recycling and upcycling necessitate an evaluation of the original fabric’s strength before initiation. Strengthening measures, including fabric fusion, are at times implemented to ensure the enduring quality of the final product.