It’s concerning how the current pacy world and the race to hit numbers has taken away the focus from maintaining old heritage and craftsmanship. Traditional techniques that were well-known for achieving supreme excellence in the past era have taken a backseat over the last couple of years and have been replaced by cheap labour, less time-consuming and cost-effective steps involved to manufacture a product. Though sustainability has been a crucial topic of discussion for quite some time now, we have a long way to go – to go back to where we started.
This association with Hidesign to support their East India collection campaign, highlights the revival of the lost art of leather tanning from the time of British rule of over 200 years ago. Reading up about the collection made me understand how the traditional method of vegetable tanning discovered and popularized by the British East India company in the early 1800’s in the South of India produced products of superlative quality putting the company on the pedestal in the world as one of the finest centres. Apparently, the production declined when chemical tanning took over and replaced the old techniques. The brand now brings back this organic technique keeping in mind the dire need for sustainability and revival of old handcraftsmanhip.
I couldn’t be happier to be a part of a project like this and portray my vision through this set of images for the brand that believes in sustainability, things that make me happy as a creative artist and individual.
p.s. – Thank you to my li’l furry friend who is always ready to set out with me on my shoot projects and happily pose along. Owe her some treats of fresh carrots, cucumber, apples and beans – things she loves the most.