This week on the Selvedge social media channels we are joined by Border & Fall, an agency focused on shifting perceptions of ‘Made in India’. Founded in 2013 by Malika Verma, it is a dynamic combination of brand strategy, non-profit work and a digital community. With their focus on business development, branding and communication, Border & Fall works with both emerging and leading brands/ individuals to help shift the perception of ‘Made in India’ through excellence in design and craft.
In October 2017, Border & Fall launched the Sari Series: An Anthology of Drape. They believe that modern women in India are not wearing the sari as it has become one-dimensional – often relegated purely to occasion wear. This is because most people perceive the Nivi drape, the most recognisable style of draping, as the only way to wear a sari and often have no easy access to alternative techniques of draping. Now, they assert, the sari is perceived as traditional and old-fashion, with little room to experiment
The aim of the Sari Series initiative is to develop an accessible and comprehensive cultural compendium of India’s regional sari drapes through a series of short films, as well as to address the perception of the garment itself —perhaps one of the most versatile garments in the world. Its drape is referenced the world over and worn by millions of women on a daily basis. It is versatile and adaptable to context, environment and culture, with its making directly tied to the livelihoods of millions of karigars (artisans). Through over 80 how-to-drape films available on the Sari Series website, it is hoped that women will be encouraged to explore the past, present and future of sari drape and reclaim it as part of their wardrobes.
In 2020 Border & Fall also launched the Śilpa: Catalogues on Craft. The Śilpa digital catalogues are a non-profit initiative intended to directly connect consumers to karigars, free of charge. The catalogues are digital and made to be shared on Whatsapp, Instagram and Facebook.
Find out more about Border & Fall throughout Tuesday 22 June on the Selvedge Instagram page.