The thought wall

This campaign focuses on identifying authentic art from those available in the market. Each pointer will be made into a post.

Why should a person have an authentic saree?

1. Respecting the art is the only way to keep it alive.
2. Trust in the product we buy.
3. Just for the feel and emotion of it. A saree is so intricately tied to a person’s demeanor. It is a reflection of their choices. The authentic ones are regal. These are not your everyday wear. Our sarees define you. Wearing art.

What is a Villvam saree?

1. Hand woven
2. Hand crafted

Three pillars of Villvam

1. Educate customers about artisanal craft
2. Experiment traditional art to create vivid designs
3. Establish a trusted space to buy authentic products

Kalamkari sarees

1. Imperfections in the drawings in the saree
2. The smell of milk in the saree
3. The soft and earthy feel due to multiple washing
4. The organic colour of natural dyes

Use your senses campaign

1. Eyes – see the imperfections
2. Skin – feel the softness
3. Nose – the milky smell

Styles of kalamkari

1. Srikalahasti style – Penkalamkari
2. Machilipatnam style – Block print style

Splitting art into parts

1. Materials
2. Design principles – this is where we play around
3. Techniques

Comtemporising legacy in textile art

When you say “contemporising legacy,” I understand it as the process of taking something traditional, historical, or culturally significant—whether it’s a practice, art form, or concept—and adapting it to fit modern tastes, values, or needs. It’s about breathing new life into legacy elements, making them relevant and appealing in the present day while still honoring their original essence or purpose.

For example, if a traditional craft is being contemporised, it might be reimagined with modern materials, new design principles, or updated techniques, but still maintain its connection to its origins. It’s all about striking a balance between respecting the past and embracing the future.

Addressing general concerns

1. The same price for all products happened after the introduction of machinery in production. All our sarees have varied prices based in the amount of work that has gone in.
2. Will colour of the sarees bleed?
3. How to wash our sarees?
4. Should starch be put?
5. Is ironing needed?