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Image: Anamika Khanna

Image: Anamika Khanna

The coronavirus pandemic and ensuing lockdowns have paved the way for a ‘new normal’. Social distancing, stricter border controls, and travel restrictions are likely to be the norm for the foreseeable future, and to navigate this new reality it is imperative to support local businesses: ‘Vocal for local’, especially when it comes to fashion.

It is time to look closer at our roots and adopt Indian designers into our lives just a little more — be it for your festive looks or everyday ensembles. There is no better time to look inwards;  towards artisans and crafts that are inherently homegrown and Indian. Designers have been featuring indigenous handiwork, fabrics and techniques for years now, effectively uplifting and empowering our people and our economy.

Indian designers from across the country have come together in solidarity. Sabyasachi, for instance, said via his Instagram page, “Made in India is no longer about only pride; it’s about promoting sustainable, equitable, and scalable growth that will help local businesses flourish and create more jobs on a grassroots level.” Anamika Khanna promised wages to all factory workers despite work being shut down during lockdown. With the world’s economy shifting, it is time to not only show respect for our heritage, culture and communities but also support them by spending our hard-earned coin on local products.

And the best part about shopping for Indian designers? It will add a sentimental touch to your personal closet… with pieces that you can connect with and crafts that you can champion. Indian craftsmanship is beautiful, unique and long-lasting — the type of clothes that one would pass down from one generation to another. We at Aashni + Co stand by this sentiment and have a beautiful curation of Indian brands for you. Find it here.