Thriving Careers in the Fusion of Fashion and Tradition
Jyoti Tiwari
India is among the world's largest producers of textiles and apparel. The domestic apparel & textile industry in India contributes approximately 2.3 % to the country's GDP, 13% to industrial production and 12% to exports. India is one of the largest producers of cotton and jute in the world and the second largest producer of silk. 95% of the world's hand-woven fabric comes from India. Total textile exports are expected to reach US $65 billion by FY26 with a Compound Annual Growth Rate (CAGR) of 10%. Moreover, the textiles and apparel industry in India is the second largest employer in the country providing direct employment to 45 million people and 100 million people in allied industries.
According to the Indian Brand Equity Foundation (IBEF), the close linkage of the textile industry to agriculture (for raw materials such as cotton) and the ancient culture and traditions of the country in terms of textiles make the Indian textiles sector unique in comparison to the industries of other countries.
Revitalising Traditional Arts in Textile and Apparel
Government of India's strategic emphasis on revitalising traditional arts and supporting artisans has not only reinvigorated the country's textile heritage but also has propelled India's apparel and fashion industry into the global spotlight. By integrating traditional artistry into the contemporary fashion narrative, this movement has become a powerful vehicle for economic empowerment at the grassroot level. It fosters a sense of pride in local craftsmanship, encouraging consumers to prioritise homegrown talent and sustainable practices. In doing so, the fashion renaissance becomes a tangible embodiment of the "Vocal for Local" initiative, reinforcing the significance of supporting and celebrating India's rich cultural heritage on a global stage.
Take, for instance, the meticulous and elaborate weaves of Banarasi silk, where the intertwining of gold and silver threads creates a shimmering spectacle. These weaves encapsulate not just a fabric but a centuries-old legacy passed down through generations. Similarly, the vibrant hues and
intricate detailing of Kalamkari, a traditional art form originating from Andhra Pradesh, paint a vivid picture of cultural storytelling on fabric.
Government Initiatives Empowering Traditional Crafts
India's handloom heritage, a testament to exceptional craftsmanship, embodies the rich tapestry of its culture through distinct spinning, weaving, and printing techniques. Operating in rural towns, loom weavers pass down skills through generations, making the handloom industry a vital livelihood source, with over 70% of weavers being women. Despite contributing nearly 19% to the nation's fabric production and fostering empowerment, the sector grapples with challenges. These include rising cost of raw materials, insufficient infra-structure development, limited market visibility, inadequate financial support, and a lack of social security for weavers. The Indian government addresses these challenges through schemes like the National Handloom Development Pro-gramme, Comprehensive Hand-loom Cluster Development Scheme, PM Vishwakarma Scheme, and others, promoting integrated development.
Syncing Styles: The Progressive Fusion of Fashion Trends and Educational Approaches
The ability to draw inspiration from the country's diverse craftsmanship and traditions enriches the educational experience of aspiring fashion professionals. It also infuses their work with a sense of cultural authenticity, bridging the gap between international trends and indigenous creativity. The synthesis of tradition and modernity is a powerful tool for sustainability; hence, disciplines like textile technology and sustainable fashion, once considered niche, are now at the forefront of India's evolving fashion education landscape. Students are not only mastering the intricacies of clothing and style but are also imbibing lessons in sustainable and ethical practices. This forward-thinking approach is grooming a new breed of professionals capable of navigating the intricate realms of couture and sustainability with finesse.
Crafting Visionaries with Fashion Courses
There are a number of colleges and institutes (public and private) in India that stand as beacon of innovation and creativity, offering a diverse range of programmes that shape the future of the fashion industry. The Bachelor of Design (B.Des.) programmes offered by these institutions are tailored to cater to specific facets of the dynamic world of fashion.
Fashion Design: This programme encourages students to explore and experiment, fostering a unique aesthetic sensibility. With a focus on real-world learning, the curriculum adapts to industry demands, preparing graduates for careers in couture, ready-to-wear, exports, niche segments, and handcrafting sectors.
Leather Design: This programme, most prominently offered by the National Institute of Fashion Design, goes beyond conventional boundaries, incorporating fashion goods, personal lifestyle accessories, and footwear. Emphasising the fusion of design concepts with material knowledge, students engage in field trips, tannery training, craft cluster programmes, and industry intern-ships. Graduates become professionals in areas such as design, merchandising, and entrepreneurship in both domes-tic and export markets.
Accessory Design: Through lectures, projects, field trips, and exposure to traditional crafts and digital tools, students develop in-depth knowledge of the fashion accessory design process. Graduates venture into diverse sectors such as jewelry, footwear, interiors, and emerging markets like user interface and experience design.
Textile Design: From fiber to fabric, the Textile Design programme equips students with skills in woven and print design, embroidery, and surface embellishment. With a curriculum that integrates creative design with textile technology, students explore digital and non-traditional approaches. Alumni find fulfilling careers in mills, export houses, design studios, and retail brands, contributing to the evolving landscape of the fashion industry.
Knitwear Design: Designed for the exclusive segment of knitted apparel, the Knitwear Design programme prepares students for careers in sports-wear and lingerie. Industry exposure, internships, and final-year projects showcase their strengths in conceptual thinking and translating ideas into knitted apparel.
Fashion Communication - Bridging Brands and Consumers: The Fashion Communication programme focuses on graphic design, space design, fashion media, and fashion thinking. This programme addresses the crucial role of brand identity. With a curriculum that incorporates industry visits, projects, and lectures by experts, graduates emerge as dynamic professionals capable of providing effective communi-cation solutions in branding, styling, and social media marketing.
Apparel Production: The programme moulds students for diverse roles in the apparel manufacturing sector. The curriculum covers apparel manufacturing technology, information technology, quality management, and Artificial Intelligence. Through extensive knowledge of raw materials, production planning, merchandising, and quality control, graduates are well-prepared for the challenges of the industry.
As fashion education in India continues to evolve and adapt to the ever-changing industry landscape, students who pursue courses related to the domain emerge not just as designers but as visionaries, entrepreneurs, and leaders, contributing significantly to the global fashion and lifestyle arena. While choosing an institute, it is advisable for one to evaluate the institute's commitment to dynamic curricular changes, technical experimentation, and industry collaboration.
Job Roles
The fashion and apparel industry comprise a diverse array of traditional job roles, each crucial to the creation, production, marketing, and distribution of clothing and accessories. Fashion designers conceptualise and sketch original designs, working closely with patternmakers who transform these ideas into cutting and sewing patterns. Garment technologists ensure the quality of the final products, while fashion illustrators visually represent design concepts. Textile designers focus on creating fabrics and patterns, and fashion buyers select merchandise for retail stores. Merchandisers coordinate pro-duct lines, fashion stylists curate looks for various purposes, and production managers oversee the manufacturing process. Quality control inspectors ensure that garments meet standards before reaching consumers, and fashion photographers capture images for promotional materials. Fashion writers and journalists report on industry trends, while retail salespeople assist customers in stores. Fashion PR specialists manage brand image and promotional events, marketing managers develop strategies to increase brand visibility, and logistics professionals handle the efficient movement of goods from production to distribution. Event coordinators plan and organise fashion shows and launches, and fit models assist in ensuring proper fit during design phases. Tailors and seamstresses alter or create clothing based on customer preferences, and retail store managers oversee day-to-day operations. Together, these roles shape the dynamic and creative world of fashion, ensuring its seamless integration from concept to consumer.
New Job Roles and Emerging Trends
The government's push to empower local artisans has created a symbiotic relationship between traditional craftsmen and the fashion and apparel industry. Students pursuing fashion education are tapping into this wellspring of talent, gaining first-hand experience with artisans skilled in age-old techniques. This collaboration not only preserves traditional craftsmanship but also intro-duces a plethora of new job roles in the industry. Each job contributes uniquely to the dynamic mosaic of a swiftly advancing industry. These positions may assume different names within different set up but each play a distinctive role in India's vibrant and forward-thinking fashion and apparel industry.
· Craft Collaboration Manager acts as a liaison between designers and traditional artisans, fostering collaborations that seamlessly blend modern designs with traditional craftsmanship. This role demands a deep understanding of both the fashion industry and diverse Indian craft traditions.
· Textile Innovation Specialist explores and develops new and sustainable textile technologies. This role involves researching alternative materials, such as plant-based fabrics or recycled fibers, and collaborating with Indian manufacturers to introduce innovative, eco-friendly textiles.
· Eco-Fashion Sourcer specialises in identifying and procuring sustainable and ethically sourced materials for apparel and couture production. This role involves staying informed about eco-friendly options, assessing supply chain practices, and promoting environmentally conscious choices within the industry.
· Upcycling Artisan specialises in repurposing discarded or vintage materials into new, fashionable pieces. This role requires creativity, a keen eye for design, and a commitment to reducing the environmental impact of Indian fashion by promoting circular fashion.
· Sustainable Fashion Analyst evaluates the environmental and social impact of fashion/apparel brands and products within the Indian context. This role involves conducting sustainability assessments, analysing data, and providing recommendations to help Indian producers adopt more res-ponsible practices.
· Slow Fashion Entrepreneur manages businesses in India focused on the principles of slow fashion, emphasising quality, durability, and sustain-ability over mass production. This role may involve creating small-batch, artisanal products or curating vintage collections with an Indian aesthetic.
· Community Craft Outreach Coordinator connects fashion brands with local communities and artisans, fostering mutually beneficial relation-ships. This role involves organising community engagement initiatives, promoting cultural exchange, and ensuring fair collaborations that positively impact both the fashion industry and local artisan communities.
· Legal Advisors in the fashion and apparel industry play a pivotal role in navigating complex issues, providing guidance on intellectual property, contracts, ethical practices, and regulatory compliance to ensure legal and ethical integrity.
Cultural Appropriation and Sustainability Challenges and the Crucial Role of Legal Advisors
Cultural appropriation has emerged as a contentious issue in the fashion industry, particularly when elements from one culture are adopted without proper acknowledgment by members of another culture. This issue becomes more complex and problematic when it involves members of a dominant culture appropriating from minority cultures, often viewed as a form of colonialism. The appropriation of cultural elements, such as tribal motifs and art forms, is criticised for its potential to distort or desecrate the original cultural context. Fashion that appropriates symbols, patterns, or traditional garments from indigenous cultures may reduce these elements to mere "exotic" fashion, allowing individuals from the dominant culture to engage in a superficial and insensitive portrayal of 'otherness.' Legal advisors play a pivotal role in addressing this ethical challenge by educating industry clients about cultural appropriation and its potential legal and reputational risks. They guide designers in conducting due diligence, obtaining permissions, and ensuring proper Intellectual Property protection for cultural designs. Clear contracts and agreements, developed with the assistance of legal advisors, can facilitate respectful collaborations and avoid disputes. In times of controversy, legal advisors contribute to crisis management and communication strategies, addressing concerns and demonstrating a commitment to cultural sensitivity.
In the context of sustainability in the fashion industry, the need for ethical practices has become imperative in response to the environmental and social impacts of fast fashion. Sustainable fashion involves a commitment to eco-friendly practices throughout the supply chain, emphasising ethical labour practices, environ-mentally conscious materials, and circular economies. The fashion industry's shift towards sustainability underscores the importance of supporting hand-made, traditional arts over mechanised mass production. In this transition, legal advisors play a crucial role in ensuring environmental compliance. They guide fashion businesses in adhering to complex regulations, conducting environmental impact assessments, obtaining necessary permits, and implementing waste management and recycling programmes. Legal advisors also facilitate the development of internal environmental policies, promoting sustainability within the industry. By engaging in public advocacy and lobbying efforts, they contribute to shaping a regulatory environment that encourages responsible practices. Through their expertise, legal advisors actively steer the fashion industry towards environmental compliance, sustainability, and a more ethical and conscious future.
Diverse Job Roles in Influencer Marketing
Social media influencers are now vital players in the fashion world, wielding power comparable to that of key professionals like designers and models, assuming pivotal role in shaping trends and consumer preferences. The symbiotic relationship among brands, influencers, platforms, and consumers is intricately woven, requiring strategic collaboration in creativity and careful navigation of legal and ethical considerations. Marketing executives emerge as orchestrators of this synergy, recognising the potent impact influencers wield in reaching and resonating with audiences, especially Generation Z. As influencers evolve into key opinion leaders, marketing strategies pivot to leverage their authenticity and credibility, establishing a direct link between brands and consumers. In this interconnected ecosystem, influencers not only showcase fashion but also contribute significantly to brand image, while marketing executives and legal advisors act as architects, fostering a harmonious relationship that defines the contemporary fashion marketing landscape.
The author is a Delhi based web content writer and career counselor. Feedback on this article can be shared at feedback.employmentnews@gmail.com
Views expressed are personal.