On International Women’s Day, JD Institute of Fashion Technology, Cochin in association with Kochi Metro re-interpreted the fabric of our country through a unique fashion show inside the metro train on 8th March 2021. The intent of the show was to encourage the modern Indian women and men to adapt the garments into daily wear. The colour of choice for the garment was Indigo which denotes Dignity, Power, Integrity, Devotion and Wisdom.
The humble saree has been the fabric of choice for many Indian women over the years. The nine-yard wonder epitomizes grace and candour. Each state enjoys a distinct draping style and types of saree; in this lies its beauty. However, with modernization and the influx of western garments which are easy to wear, the woman of today feels the length of the saree equals the time spent draping it. Nowadays sarees are primarily adorned by women only for functions and important occasions. It is not considered as a garment for daily or office wear, especially by young women. They tend to wary from wearing sarees as it does not provide them with comfort that they feel while wearing structured garments.
Busting this myth through the initiative of the fashion show on International Women’s Day celebrated on 8th March 2021, we wanted to re-acquaint the modern Indian woman with the versatility of the garment through unconventional draping style. This also ensures comfort and ease of wear. Thus, bringing an awareness that sarees can be worn to work or even to college.
A 30 sec/ 15sec JD commercial was played inside the metro train on 7th March 2021 and 8th March 2021. Whereas complete Ad posters (posters regarding JD in connection with womens day) 48*34 cm was incorporated inside the trains. The models boarded the train at 10:30am from Aluva terminal and completed a full trip to Petta (last stop) and back to Aluva on 8th March 2021.
The unique fashion show conducted inside the metro helped create a visual impact for easy recall value and garnered interest among the commuters.
In all the students presented 20 garments for the International Women’s Day special fashion show. The saree was styled over modern garments that are easily available in every home like denims, shirts, palazzo, skirts, culottes. This way one does not have to worry about the additional add-ons like the saree blouse and skirts. The addition of accessories helped to complete the overall look and provide an edge for every garment. The initiative was not limited to just women, but was also extended to men. The stylized look incorporated ways in which the saree could also be carried by men.
Sustainability is one of the ethos of JD Institute of Fashion Technology. Through the unique fashion show on International Women’s Day the students showcased that one can create an entire unconventional look through elements easily available in ones’ homes rather than waste additional fabric. Or if for some reason a fluid fabric with shorter length is present at ones home it can be utilized as a re-interpretation of a saree.
Post the fashion show, as an initiative for the International Women’s Day, the Kochi Metro officials conferred the students and showstoppers alongwith the staff of JD Institute at JLN Stadium Metro Station. Showstoppers Amrutha Saju (Model) and Shiyas Kareem (Model/Actor/Big boss fame) were felicitated with Metro one (METRO card). The models and students too received the from JD Institute. Apart from our showstoppers, Reji Bhaskar, Fashion photographer and state award winner was also among our special guest list.
It was also a moment of pride to have our alumni, Shehin Rajan, choreograph the show. His repertoire includes choreography for fashion pageants and shows, Best fashion Choreographer Award for the show in Cochin infopark.
The International Women’s Day was a collaborative effort on the part of the faculties, students and Kochi Metro. The unique fashion show was a culmination of a shared vision and to raise awareness about the humble saree. The show reinstated the faith that the saree can be worn in multiple ways to suit the wearer and create a statement.