MUMBAI: Veave’s Studio, Weaving Past into Present - an apparel brand based out of Benaras is launching its Rakshabandhan campaign ‘Hands That Made History’. The campaign paints a unique picture that has been inspired by the idea of Rakshabandhan and is immersed in history. Through the ‘Hands That Made History’ campaign, Veave’s Studio is attempting to reveal interesting tales and vivid imagery that is evocative of the centuries’ old rich legacy of one of India’s oldest weaving community.
The same thread of love that binds and interweaves a sibling relationship and its nuances has been used as a metaphor in the ‘Hands That Made History’ campaign. This thread of passion and unsolicited love for weaving binds Veave’s Studio to the weavers who create collections of traditional stoles crafted using the finest silks and cottons featuring silhouettes that have been inspired by the Mughal court. Fully understanding the new age of mass produced factory products, ‘Hands That Made History’ is an initiative to revive the glorious craftsmanship that may well be enshrined as a technique that is older than history, older than tradition and older even than legend. The ‘Hands That Made History’ campaign will pay tribute to the weavers that have carved the relationship of dore (thread) that ties siblings together on this occasion of Rakshabandhan. A festival that could literally be taken as a protective relationship, something Veave’s Studio believes it is doing for the weaving community of India.
The ‘Hands That Made History’ campaign signifies the unspoken bond between siblings and how they always tackle issues hand in hand. Expressing this unspoken bond and loyalty of relationship through a hand woven embroidered dori of love that symbolizes a lifelong interdependence and support system between the brand, its weavers and the final customer. Hands That Made History will be contributing significantly to the continuation and preservation of the traditional art form of weaving and the emergence of a modern approach to the same bond and loyalty between a brother and sister.
Veave’s Studio founder Vatsala Chopra says, “The campaign is a potpourri of all things nostalgic that binds you with a rich history and memory of the long forgotten techniques and skills of the weaving community. The ‘Hands That Made History’ campaign reflects the bond between siblings while also allowing our customers to take part in the revivalist movement of the traditional Indian textile that has been around for more than 2 centuries. Through the campaign, our customers will understand the age old tradition and the rich, proud heritage that is encapsulated in a timeless stole. Many of our products tell sagas through their pastel hues and delicate floral prints. The vivid detailing and use of symbolic elements add layers of meaning.”
The brand presents to this global citizen, a versatile range of wardrobe essentials that will pay tribute to the progressive attitude of embracing modernity, with due respect to the priceless traditions of India. The brand fashions tradition into contemporary stories that make you revel in the glory of the past.
