The coronavirus has deeply affected industries across the world, and fashion continues to be one of them. With the closing of factories and showrooms, the hardest hit has been the small businesses and relatively new labels. At a time like this, even a bit of support can help these businesses stay afloat, especially when it comes from a celebrity of global standing. Taking to Instagram to address nearly 55 million followers, Priyanka Chopra spoke about the pandemic affecting small businesses in fashion. “I'm making a small start today by supporting a few businesses run by inspiring women. These brands have been impacted by the pandemic and my hope is that we can help give them and their businesses a boost. Let's help them navigate this new normal,” she wrote.
Supporting Young Labels
Here’s taking a look at the actor’s video addressing the cause before we move on to the labels she highlighted.
An amalgamation of traditional and modern, Ritika Sachdeva’s distinct offerings are things of beauty. The designer’s standout conceptual jewellery is surely something that shouldn’t go unnoticed.
Delivering majestic kaliras that a bride’s trousseau is incomplete without, Mrinalini Chandra also designs other items of jewellery. Priyanka Chopra’s custom made kaliras were by the designer, something that was highlighted in her stories.
A specialist in footwear, Toor’s designs bring out the best in the category. “Beautiful Indian footwear with a modern twist...colourful and vibrant,” wrote Priyanka Chopra on her Instagram story dedicated to the designer.
The next Indian brand on her radar was Label Anushree, whose renditions in contemporary fashion are simply beautiful. From lehengas and gowns to outfits that fit into any outing, this vibrant label is the one to watch out for.
Embroidered capes, voluminous dresses and tiered maxis fit for summer are some of our many fashion favourites from designer Shruti Sanchrti’s eponymous label. Another label that finds itself in Priyanka Chopra’s favourites, the designer’s work is what you might want to take a look at.
Remember Priyanka Chopra’s much talked about roka that set off her wedding ceremonies with Nick Jonas? The actress paired her yellow attire with embellished juttis from Needledust, a label known for its mix of fun, vibrant and traditional elements.
Up next was the ‘heritage handloom & handicrafts boutique’ Madhurya, whose handwoven sarees have been worn by the actor. A label that supports the education of girls while sustaining weaver livelihoods, it's one to be on your radar too.
Minimalist, layered outfits by Eka’s resident designer Rina Singh are unlike anything you have ever seen. A firm believer in an ongoing dialogue in sustainability to preserve nature, the designer specialises in handcrafted attires and accessories that stand out. “Beautiful scarves! They travelled with me to Jordan and Ethiopia,” wrote Priyanka Chopra.
Another one of Priyanka Chopra’s fashion favourites is Ka-Sha, a homegrown label by Karishma Shahani. Utilising beautiful hand-done techniques such as applique, embroidery and more, the label incorporates conscious and ethical practices.
We love this step taken by the actor to promote young labels. Here’s hoping that more of her contemporaries highlight their favourite homegrown designers to help the industry in its fight against COVID-19.