Bollywood actors Richa Chadha and Ali Fazal, celebrated for their diverse roles and commitment to the craft of acting, are taking a fashionable leap into entrepreneurship with a laudable cause. The couple, who recently tied the knot, is now embarking on a mission to bolster the local artisans of Lucknow by launching their very own clothing label.
In an industry where celebrities often endorse luxury brands and high-fashion labels, this actor-producer duo is choosing a path less travelled—to illuminate and preserve the traditional artisanship of Lucknow, particularly the handcrafted zardozi embroidery.
Chadha and Fazal are no strangers to the entertainment business as they gear up for the release of their maiden production venture ‘Girls Will Be Girls’ in India. However, their hearts lie with the revival and promotion of indigenous crafts. Their reception, held in Fazal’s hometown of Lucknow, showcased them adorned in chikankari attire, hinting at an already deep-seated passion for the local artistry.
The yet-to-be-named clothing line aims to bring the beauty of Lucknow’s weaves to a broader audience, simultaneously supporting the exceptionally skilled but often undervalued artisans behind these creations. The couple expressed their dismay at seeing these craftsmen grapple with sustaining their livelihoods due to modern market pressures and the overshadowing presence of mass-produced clothing.
In her statement, Chadha conveyed the duo’s intention, “Ali and I have always admired the artistry and skill of local artisans, particularly those involved in crafting exquisite intricate work in textiles. It’s disheartening to witness the challenges they face in sustaining their craft. Through this venture, we aspire to provide a platform for these artisans to not only survive, but also thrive. Our goal is to celebrate the timeless art of zardozi and ensure its preservation for generations to come.”
India’s rich tapestry of textiles, ranging from the Banarasi sarees of Varanasi to the Patola weaves of Gujarat, carries not just an aesthetic value but also cultural significance. Each thread spun and every pattern created tells a story and supports the livelihood of communities dedicated to these ancient crafts. By concentrating on zardozi—a form of metallic embroidery that has been a mark of luxury and opulence since the time of the Mughal emperors—Chadha and Fazal hope to create a sustainable ecosystem that helps preserve this precious art form.
Their venture is a testament to the evolving relationship between the modern fabric of Indian cinema and the country’s traditional artisanal heritage. The project isn’t just about entrepreneurship; it’s about social impact, cultural preservation, and creating a business model where traditional skills receive the respect and economic reinforcement they deserve.
Set for a launch by the year’s end, this clothing line is anticipated with earnest eagerness—not just by the fashion community eager for authentic and unique finds, but also by proponents of sustainable and ethical fashion. Furthermore, it serves as a beacon of hope for the artisans of Lucknow, who have long sought recognition and appreciation on a platform that values their contribution to the cultural wealth of India.
In what could be a pivotal shift in the way artisanal crafts are perceived and marketed in India, Chadha and Fazal’s initiative might pave the way for other public figures to leverage their influence for broader social and cultural benefit. This endeavor is a stitch in time, aiming to save not just nine, but the livelihoods of countless artisans and the legacy of an ancient craft that is a proud emblem of India’s heritage.
