January 2020 Edition Apparel January 2020 issue | Page 72

BRAND PROFILE
“VIMOR’S ENTIRE
JOURNEY IS BASED
ON THE CONSERVATION
AND REVIVAL OF
THE HANDLOOM.”
CAN YOU TALK A BIT ABOUT THE
COLLECTIONS AT VIMOR?
Other than Indira Gandhi’s centenary collection
and the one showcased at Rajasthan Heritage
Week, we have not worked on any of our own
designs as a collection. Some of the iconic saris,
however, that Vimor has recreated are the pooja
sari and the broad-bordered Chettinad sari. The
pooja sari is technically an ikat weave but when
we started researching and finding weavers to
work with, we found out that no one in Karnataka
weaved ikat. It was then that we decided to retain
the existing design, using threadwork to make it
look like ikat. Inspiration comes in different forms
and we work towards reviving designs, not in
the form of collections but as purely pieces that
interest us.
WHAT IS THE PACE OF PRODUCTION
LIKE AT VIMOR?
Every year, we work on at least 20–30
designs, either original or revived. This includes
grandmothers’ saris and heirloom saris, among
many others.
HOW IS YOUR RELATIONSHIP WITH THE
WEAVERS?
One of our main criteria is to view weaving
through the lens of enhancing livelihoods of
weavers. In this respect, we work with anyone
who is willing to upskill. Weaving is an art. It
needs a connection of the heart, mind, and hand.
Taking this art to a stable position where it can
benefit the weaver is the goal. We first study the
design, after which we look for a weaver, whose
skills can match the design. Changes are then
made to suit the needs of the weaver. We do not
bind our weavers. While working with them on
designs we teach them new techniques and also
allow them to use their creative freedom. This
provides both parties with a freehand to work
without interference.
CAN YOU TELL US ABOUT YOUR
CONSERVATIONAL EFFORTS?
Vimor’s entire journey is based on the
conservation and revival of the handloom.
Starting from weaving patterns, techniques, and
traditional designs, our whole body of work is
divided into revival and renewal. Under revival, we
look at recreating designs that are as close to the
original as possible. Under renewal, we look at
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January 2020