FabIndia bolsters handicraft focus with new campaign
Lifestyle and fashion brand FabIndia has launched a new campaign titled 'Beautiful Imperfections' to bolster its focus on handicrafts and artisanal traditions by showcasing the human touch in handmade goods. The initiative reinforces the brand's commitment to craftsmanship, positioning handmade goods as unique expressions of heritage and authenticity.
Inspired by techniques such as Dabu, Ajrakh, Bagru, Bagh, handblock printing, and tie-dye, the campaign celebrates subtle imperfections as markers of individuality and soul, FabIndia announced in a press release. These crafts, primarily practised in Gujarat, Rajasthan, and Madhya Pradesh, involve artisans at every stage, from preparing natural dyes and carving printing blocks to hand-printing and washing fabrics.
'Today's consumers seek a meaningful bond with the things they wear and own," said a spokesperson for FabIndia in a press release. "'Beautiful Imperfections' reminds us that true beauty is found not in flawlessness, but in the unique imperfections that come from creating with slowness, intention, and heart- celebrating the charm and authenticity that imperfection brings to every piece."
The brand has highlighted the nuances of each craft in the campaign, such as slight misalignments in Ajrakh resist printing or the manual dyeing techniques in tie-dye, noting that no two items are identical. Available in stores and online, FabIndia's new collection spans apparel, accessories, and home décor in tones of deep indigo, vibrant red, soft pastels, and earthy hues. FabIndia currently operates over 340 stores across 127 Indian cities and 13 outlets internationally.
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