The Fashion industry has contributed to the earth’s pollution, and my endeavor is to show the world that we can have high-fashion in co-existence with nature and other living beings. – Purvi Doshi
The textile and clothing sector is one of the oldest industries in India and they are number two in the world as a cotton producing country. India is known for its ancient culture and traditions in terms of textiles. The namesake brand, Purvi Doshi, based in the western state of Ahmedabad Gujarat, knows this too well and blends a unique recipe of fashion, earth, and tradition. Fashion, giving back to the earth, and reviving India’s historic artisan tradition can serve up a meaningful statement. In this collection, featured down the runway of Art Hearts Fashion New York Fashion Week, Purvi showcases the rich heritage of the art and hand skilled craft of embroidery.
Giving back to the earth is the one calling card that distinguishes this brand. Although it is the biggest challenge for mankind, Purvi believes fashion can co-exist with the earth. “We have robbed so much from nature that we cannot possibly give back”, she says. The clothing and textile industry do have a negative impact on the environment and are one of the largest polluters in the world. The use and abuse of water, alone, ravages our earth’s resources. “So to minimize this damage, we should adapt cruelty free and eco- friendly methods. I use natural fabrics, natural colors and age-old heirloom art that would die if not given the encouragement it deserves”, says Purvi.
Being conscious and gentle to the earth while embracing textile and heirloom arts are a winning formula for today’s fashion and Purvi Doshi does it well.
Their needles are like wands that wield magic on the fabric they touch with care and purity. – PD
The philosophy is that there is art in every cut, with a clear conscience. At Purvi Doshi, it has been our constant endeavor to bring the wonderful artistic creations that stem from time immemorial. India is a country with traditional arts and crafts, many of which are either minimal or on the verge of extinction due to the lack of opportunities for its artisans and craftspeople. These arts are heirloom arts that are passed down from generation to generation and, if not patronized, would die from not being life-sustaining for the artisans.
Behind every art there are skilled artisans, craftswomen and men. Their needles are like wands that wield magic on the fabric they touch with care and purity. The skill of the human hand showcases the beauty of their crafts with delightful results. Our creations are an innate tribute to these arts and the artisans whose unmatched dedication gives meaning to it. We embrace their arts and convert them into contemporary clothing that has mass-appeal.
In this collection, your use of embroidery is exquisite. The art form of embroidery has a distinguishable history in the Indian culture. How did this tradition inspire you for this body of work?
Embroidery has been used in Indian clothing from time immemorial. The inspiration came from the need to revive some of these arts besides their intrinsic beauty and their majestic aura. The label works with delightful imperfections of the handwoven fabric, the beauty of natural colors with subtle flaws and the warmth of the human hands. Being so passionate about sustainability, I always have some story and a strong message in all my collections which I convey through my beautifully hand done embroideries. Where these arts were missing was the public appeal in terms of the fashion aspect and that is what we bring out with incorporating these traditional arts into our contemporary designs.
At Purvi Doshi, we believe that sustainability is not just a word, it’s how we design, define, create and live.
Many in the industry talk about how the fashion system is broken. The industry is in an artistic rut. Purvi, what do you think the future of fashion should be as an industry professional and as a consumer?
The future of fashion is bright as long as we dig deep within ourselves and care for nature and believe in sustainability. Without nature nothing can subsist and fashion is no exception. Slow-fashion, sustainable fashion, nature caring fashion, cruelty free fashion are some of the key-words to embrace for the future of fashion and mankind in general. At Purvi Doshi, we believe that sustainability is not just a word, it’s how we design, define, create and live. We believe in creating beautiful fashion for today based on our traditions, the planet, and the future.
We embrace their arts and convert them into contemporary clothing that has mass-appeal. – PD
Purvi, thank you for your contribution to sustainable fashion and preserving the artisan culture in India. EDGE congratulates you and wishes you continued success.
Photos: Arun Nevader Getty Images Courtesy of Art Hearts Fashion New York
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