The House of Prana, a lifestyle, fashion, artwork and home accessories brand started in 2018 by Babita Jain, a self-taught textile designer and artist. The Brand mainly focuses on different kinds of hand painted abstracted scarfs, silk scarves and many more accessories. The Brand also talks about how the pandemic has completely changed our life’s including our fashion choices and how we are adapting to a completely new world. With this unprecedented calamity and work from home situation for more than a year now, all of us are valuing our possessions and have started to rework on our priorities. The overall buying behavior of Indians has drastically changed and believe in sustainability as the basic principle. The founder Babita states, “The longer the Pandemic, the more our relationship with fashion will evolve”.
The virus has caused a threat to the Indian fashion retail industry to slow down and move away from excessive mass production to adopt sustainability, before an even larger problem is at hand. The consumer’s behavior has changed rapidly across the time and the buying pattern as well. People prefer to stay in their comfort zone and shop online, instead of risking walking into a store. With the work from home concept, fashion requirements have also evolved. There is a sudden need for comfort clothing or just formal tops for zoom meetings. The consumers have also become really conscious of societal and environmental impact of clothing, by preferring bags and boxes made of biodegrade recyclable materials.
The House of Prana, promotes the local, native and home-grown craftsmen and textiles and provide a livelihood to the vast community of traditional artisans and craft-persons. The designer also states, “We must be mindful of what we invest in and buy, how much we really use those items that we buy and how often we discard them. While we have been encouraging an end to overconsumption for many years, we also know that in the face of this unexpected halt in manufacturing, it is the most vulnerable, lowest paid people in the fashion supply chain that feel the worst effects. Of course, fashion isn’t just created in factories. Fashion is craft, artisanship and things that are often made by hand in informal environments.” Lastly is to still not lose hope and continue to do what we are doing but with newer relevant strategies. After all, after a crisis comes celebration!
