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"Rural can be fashionable!"

Vikram Phadnis is another notable designer who recently joined the fashion-for-a-cause brigade. The designer has tied up with the NGO Swades Foundation that works at empowering rural India, for his line at the next season of Lakme Fashion Week.

Vikram Phadnis
Vikram Phadnis during one of his previous shows. pic/santosh nagwekar

The NGO has been working in 139 villages in remote areas of Maharashtra across Raigad and Ratnagiri which Phadnis visited before designing his line. “The cause of rural India has always been close to my heart, and Swades Foundation’s current work and their vision of rural India is so great that it just made perfect sense. The entire concept of rural empowerment through a 360-degree lens is something I would subscribe to in life as well. When Swades Foundation approached me for this special project, I was drawn to it, immediately,” he says.

Phadnis, known for his glamorous heavily embroidered outfits, and a favourite with Malaika Arora Khan, was inspired by the achievements of the people from the areas he visited. “Rural India is often presented in a predictable light. Another strong purpose of my collection would be to break this cliché and make a statement that rural can be fashionable!” he asserts. Phadnis informs us that the line also draws inspiration from the sun and will include Indian fabrics and vibrant colours across reds, oranges and mustards, and mute the same down with beiges, creams and golds.

“It’s a collection for every Indian who believes that rural India needs our support and needs to be empowered for us to reach our true potential as a nation,” he summarises.

Vikram Phadnis will be showcasing his collection at Lakme Fashion Week on March 25. 

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