Grown in Australia, Made in India

16 December 2016

Acclaimed Indian fashion designer Rajesh Pratap Singh collaborated with Kullu-based handloom weavers Bhuttico to present a Merino wool menswear and womenswear collection as part of The Woolmark Company’s Grown In Australia, Made In India campaign. This exclusive collection focussed on the handloom journey of Bhuttico including its rich legacy and comprises a mix of jackets, dresses and shawls.

Grown in Australia, Made in India

Grown In Australia, Made In India aims to highlight the origins of Australian Merino wool, positioning the natural, renewable and biodegradable fibre as the ultimate ingredient in luxury fashion. It also honours India’s traditional, artisanal craftsmanship and promotes the importance of the wool industry within this country.

The collection presented was a beautiful juxtaposition of clean lines and colourful weaves, highlighting Singh’s signature minimal aesthetics and intense construction. The melange of the beautiful weaves and Merino wool intricately captured the versatility of the designer and Bhuttico’s weavers.

“I am extremely passionate about the handloom industry as it is the primary source of my inspiration,” explains Singh. “I love the versatility of Merino wool, especially since it’s so easy to work with and supports various techniques and blends. The fashion fraternity has constantly been striving to highlight the textile and handloom industry in India. Owing to our country’s rich heritage each state adds another dimension of culture which is also captured beautifully by our weaves. I am ecstatic to partner with Bhuttico to create this special collection and thank you to The Woolmark Company for helping us to elevate this to a global level through the Grown In Australia, Made In India initiative.”

Karishma Jamwal, Shravan Reddy, Ekta Kaul, Ruslaan Mumtaz, Jimit Mistry in the latest wool fashion as part of THE grown in Australia, made in India campaign.

The campaign also brought together industry insiders and high-profile media publications at a one-day wool seminar, in partnership with India Fashion Forum, with Honourable Textile Minister Smt. Smriti Irani, Australian Deputy High Commissioner Mr Chris Elstoft and India’s leading retailers and manufacturers in attendance.

“Wool as a fabric is extremely versatile, allowing various shapes to be beautifully executed,” says fashion designer Karishma Jamwal, who along with fellow designer Jimit Mistry presented a fashion show for Ambassador Shawls and OCM, respectively, showcasing a mix of wool jackets, dresses, shawls and suits. “The common perception of wool is of clean, classic cuts. Therein was the challenge for me to give this fibre an edgier feel. Consciously staying away from clean simple lines, I wanted this very versatile fabric to convey a language that was artful and bohemian.”

Popular television celebrities Shravan Reddy, Ekta Kaul and Ruslaan Mumtaz walked the runway for the designers, while elaborate wool installations and panel discussions with industry experts highlighted the eco-credentials of wool and the farm to fashion journey.

“The farm to fashion journey truly highlights how Merino wool can beautifully be transformed into fashion pieces here in India,” explained Textile Minister, Smt. Smriti Irani. “We encourage the use of wool as a natural fibre as we aim to promote the Indian wool industry. This natural and biodegradable fibre is easy to tailor, which makes it a popular choice for most manufacturers and retailers in India. Bringing these two forces together, this event served as the perfect platform for exploring the different opportunities available in the wool industry. I am sure that this endeavour will spur growth of the Indian textile industry.”

The exclusive Merino wool collections created by Rajesh Pratap Singh, Karishma Jamwal and Jimit Mistry are available to buy now through Bhuttico, Monte Carlo, Ambassador Shawls and OCM.