Brand : Rouka by Sreejith Jeevan (rouka.in)
Collection : 'Strung Together' | Inspired by hand-strung garlands and flower stringers of southern India | Winter Festive '14
Winning film at the Fashion Films Premiere , Lakme Fashion Week , August '14
Curated by Anaita Shroff Adajania, Fashion director, Vogue India
The urban woman finds herself smitten by the quaint charm of a temple town. To her the stories of the gods and people seem to be threaded together so beautifully, much like the work of the flower stringers, who line the streets by the temple. They deftly string together buds, blossoms, prayers, celebrations and tresses. So much so that the little bells of a dancer's anklet, the lines of the kolams and the notes of prayer songs, all seemed to reel out of these strings.
To make this experience tangible, the girl tweaks her clothes with their work. The flower stringers in Rouka's 'Strung Together' concept, stand for our unsung craft traditions and the skilled craftsmen. Like the stringers, they make our lives fragrant with their unassuming presence, yet we often recognize the quality of their efforts. She empties the baskets of their work on herself, and makes sartorial tweaks to her urban attire. Their stories come into her threads - stringing the notes of their classical songs to the ever-changing beats of cities.