Protha launches saree exhibition in Kolkata to celebrate weaves from across India
Women’s traditional wear brand Protha launched a saree exhibition on September 17, which will run at its boutique in Lake Gardens Kolkata until October 10, and presents a wide range of handloom weaves.
Protha’s ‘Pujo Exhibition’ launched on Friday to showcase and celebrate handloom weaving techniques, the brand announced on Facebook. The showcase features bridal, festive, and everyday sarees made with weaving techniques from across India.
The exhibition features a selection of Kantha sarees, made by stitching together small pieces of fabric to create geometric patterns. This technique not only finds a use for fabric scraps and reduces waste, it also has a history of over 500 years.
Along with its in-store exhibition, the brand has launched a WhatsApp shopping service to enable customers to browse items from the showcase from home. This facilitates greater Covid-19 safety measures and enables shoppers to attend the event virtually.
Alongside its saree collection, Protha recently expanded its product selection and launched a line of hand block printed shirts, the brand announced on Facebook. The shirts feature tie-dye and floral motifs.
“Our store was born out of sheer passion to showcase exquisite weaving techniques of artisans from across India,” Protha’s founder, Lopamudra Mitra told TNN.
“When the pandemic hit us, I wanted to revive the artisans who were suffering and give them back a part of the livelihood they had lost. We are very focused on our digital campaigns. As far as the brick-and-mortar store is concerned, we follow complete Covid-19 protocols.”
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