Abstract
Traditional Indian textiles have long represented the diverse craftsmanship of regional artisans, symbolizing opulence, heritage, and culture. Iconic textiles like Banarasi silk and Kanjeevaram are celebrated for their association with special occasions, but lesser-known indigenous textiles often struggle to gain similar recognition due to limited exposure, accessibility, and higher costs. In today’s fast-paced fashion world, driven by social media, celebrities and influencers have become key trendsetters. Through collaborations with designers, they have successfully integrated traditional textiles into modern fashion, helping bring fabrics like Ajrakh into the global spotlight. By endorsing such textiles, celebrities reach millions of followers, influencing youth fashion and promoting cultural appreciation. For instance, Alia Bhatt’s choice of an Ajrakh saree at the Met Gala showcased this traditional block-printed textile from Gujarat and Rajasthan to a global audience, raising awareness and admiration worldwide. Similarly, fashion influencer Theyie Keditsu has used her platform to promote indigenous textiles from Northeast India, making a significant impact in her community and inspiring youth to embrace traditional attire. These examples highlight the powerful role of celebrities and influencers in preserving and promoting cultural heritage through fashion. Their efforts help keep indigenous textiles relevant and accessible in the modern fashion landscape, ensuring continued appreciation and sustainability.
Presenters
Jayant KumarAssistant Professor, Textile Design, National Institute of Fashion Technology, Bihar, India Monika Mehta
Assistant Professor, Fashion Communication, National Institute of Fashion Technology, Bihar, India Rashmi Thakur
Assistant Professor, Fashion Communication, National Institute of Fashion technology, Bihar, India
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2025 Special Focus—Thinking, Learning, Doing: Plural Ways of Design
KEYWORDS
Traditional Indian Textiles, Fashion Influencers, Celebrity Endorsements, Cultural Heritage
