Couture brand JADE by Monica & Karishma’s flagship store on Peddar Road always tells a story with its creative visual display. The designers Monica Shah and Karishma Swali have been firm supporters of Indian arts and crafts and this reflects in their creations and their collaborations. .
From October 6, the brand’s store front has transformed into a gallery of sorts with a craft x couture installation that put the spotlight on tribal art.
JADE collaborated with The Craft and Community Development Foundation (CCDF) to showcase artworks from their Gondwana Art Project alongside garments from the Ek Taar collection as the store’s window display.
In the ongoing pandemic, very few are going to art galleries. Jade’s larger than life windows serve as an alternative medium to showcase the works of indigenous artists who need support now more than ever.
CCDF is a not for profit organisation run by philanthropist Sundeep Bhandari that works with traditional arts and crafts in India. CCDF’s current initiative —The Gondwana Art Project mentors Gond, Bhil and Warli artists to integrate innovative design concepts and colour palettes while practicing their traditional art.
The designers have also shot a series of images, which juxtapose the art against couture. They have also introduced a limited-edition line of stoles with motifs inspired from the Gondwana Art Project.
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Jyoti Uikey’s Gond painting ‘Jungle Devi’ narrates the story of the Baiga adivasis and forests. The forests are the home of gods and divinities for the tribal people. The tribe has a very close relationship with the forest, which provides their livelihoods and survival. The Baiga Adivasis worship the forest (Jungle Devi) which is custom before they cut woods and return to their homes. Jyoti’s art reflects her understanding of nature and life which mostly features human and animal figures. She draws inspiration from life and is very joyful to display that in her paintings. Craft and Community Development Foundation (CCDF) was established in 2008 as a social entity to support and fund projects for upskilling artisans by introducing new concepts and designs. Keeping intact the authenticity of the art and craft and connecting them to new markets is key to the mandate of the foundation. Drop in at our stores or Book your appointment: Mumbai: +91 9833115000 Hyderabad: +91 98485 55585 To book an online bridal consultation with Monica, head to the link in bio. @ccdfindia @monicashah1207 @karishmaswali77 #jadebymonicaandkarishma #threadsoflove #indianwedding #indianbridal #indiancouture #indiancraft #onlinebridalwear #onlineshopping #bridalwear #heritageweaves #indiancraftmanship #indianart #mkcouture #jadebymk #riseforindiancraft #gondwanaartproject #bridalheirloom #ektaar #indianheritage
“As we gradually start going back to our normal lives, albeit with a certain sense of self care and responsibility, it is also a time to be proud and responsible towards our art and craft heritage and play a role in ensuring its survival. With this collaboration, we are supporting an artist cluster and hope that our discerning customers, loyal followers and fans of the brand take back a message of art awareness and responsibility,” says Swali.
“Our collaboration with JADE by Monica & Karishma will go a long way in supporting the artisans and communities by providing a platform that showcases their design skills with the aim of enhancing their quality of life and sustaining their craft”, says Bhandari of CCDF.
Apart from JADE, the designers also run The Chanakya School of Craft since April 2019, which empower women artisans from less fortunate backgrounds to become embroidery entrepreneurs.