Bollywood couple Richa Chadha and Ali Fazal are set to launch their own homegrown fashion label with the aim to empower Indian artisans, the actress said in a statement recently.

“We have always wanted to support local communities, our social endeavours too always are something we strive to do from a grassroots level up. So, when the idea struck us, to want to do something for the artisans, especially those in Lucknow who have years and years of art they have been practising, we wanted the label to be reflection of that,” Richa said.

The couple have chosen to highlight the work of the artisans of Lucknow. With their pre-existing affinity for handmade clothes, the duo is working towards setting up their fashion brand.

By working with the local artisans, Richa and Ali hope to preserve the artform and help the craftsmen eke out a living amidst huge demand for machine-made, mass-produced clothing.

Speaking about the couple’s admiration for the skills of local artisans and the need to preserve it, Richa added, “In today’s age, barring a handful, a lot of local art and artisans are vanishing and are struggling to survive with technology and mass-produced things taking over. So, we wanted to preserve this and help a community to showcase their work, their art, their talent”.

Aiming to economically empower the craftsmen and impact the fashion industry, the couple’s fashion brand, the name of which is yet to be revealed, is expected to launch later this year.