City-based ethnic label Naina Jain, known for its gorgeous tie-and-dye creations, makes it to The Design Museum London’s exhibition, The Offbeat Sari. Part of the brand’s Spring Summer 2022 collection, the Haldi Silk Sari stands out for its sustainable and upcycled ethos. Curated by Priya Khanchandani, The Offbeat Sari unravels the traditional drape’s numerous forms, demonstrating the sari to be a metaphor for the layered and complex definitions of India today and it also brings together dozens of the finest saris from designers, wearers and craftspeople in India. A quick chat with Jain.
Tell us about being featured at the London Museum’s exhibition...
It is the first time for us and having our brand’s sari exhibited at The Offbeat Sari at The Design Museum, London, is a significant achievement. We are thankful to the curator Priya and co-curator Rashmi Varma for recognising the sari as a museum-worthy piece and giving it a stage at the prestigious Design Museum which is considered to be one of the leading institutions dedicated to the study and promotion of design. It is surreal to witness our sari, amongst other incredible designer pieces on this international stage. And what makes it more special is that my daughter Riddhi Jain’s Studio Medium is also exhibiting their signature hands-free sari at the venue.
How significant is it for you and your brand?
Having your sari exhibited at such an esteemed exhibition can help us reach a wider audience, including potential customers, fashion enthusiasts and industry insiders, who may be interested in the brand and its products. It provides an opportunity to showcase our brand’s creativity, innovation and craftsmanship on a prestigious platform, which can elevate the brand’s reputation and increase its visibility in the fashion industry. Moreover, this is a great boost to the brand’s sustainable activities, as this sari is an upcycled one, made using fabric that is woven with fabric scraps from our older collections.
Tell us about the uniqueness of the sari.
The unique fabric of this sari is made in collaboration with Paiwand Studio. Bandhani textiles from older collections have been repurposed, and woven into new fabrics at this wonderful studio in Noida, which is founded by Ashita Singhal. The Haldi Silk Sari is the chosen one for the exhibition.It is not your usual sari. From the moment you see it, its highly textural surface invites you to touch and feel it. The moment you drape it on your shoulder, the gravity of the palla, which is largely formed by this unique upcycled fabric, clads over you and lends grace to the drape.This recognition has inspired us to continue creating and innovating in our field of bandhani as our primary craft, and give it a new meaning. While we are proud of the hard work and dedication put in by everyone involved in creating the sari and its journey to the exhibition, we are also grateful for the recognition it has received.
Pictures courtesy: Naina Jain