Down the centuries is an embroidery art form as old as history itself. We're talking about the art of Zardozi and how its rise, fall and rise again is a story for the books. Many have recognised the art but few have celebrated it. Divani India is one such label that chooses to make this lost art the focal point of their grand scheme of things - their creations. 10 years into the fashion industry and yet if there is anything that has changed, then that is the perspective on Zardozi that the brand has been able to create among fashion and art enthusiasts, curators and brides, of course. Different facets of the brand have changed and adapted with time all while stories being woven around Zardozi and its regality. In conversation with Sanya Dhir, Founder and Creative Designer of Divani India, the journey to discover and rediscover zardozi is an ongoing one.
1. What has remained consistent in Divani's 10 years?
The revival of "Zardozi" is at the heart of the brand, over the years this craft has formed the ethos of the brand and has taken centre stage. Our love for this craft and our endeavour to tell stories of simpler times and nostalgia remain the same. These ten years have gone into making this foundation stronger, sustainable and profitable. We have a community of hundreds of artisans working for us across the nation.
2. With a celebration of Zardozi in your recent collection and in general your work as well, why are we going back to more traditional techniques and methods?
My nani (maternal grandmother) hailed from Lahore. Her wardrobe, her wedding albums and the family heirlooms have left such a remarkable impact on me that we keep going back to it. Over the years, our generation has been running so fast with the fashion and international trends that we left behind what we truly are. We are simply bringing those nostalgic times back.
3. Why does Zardozi hold such a unique significance in your collection?
Zardozi is a fundamental pillar of the brand and a rightful step in conserving the craft that we cherish. Divani is nothing but a handcrafted dream brought to life. Every ensemble recites the memoirs of the bygone era and draws its inspiration from the much celebrated craft, culture and couture of Hindustan.
4. What does the next 10 years look like for Divani?
With the vision of taking "Zardozi" global and narrating stories that celebrate the craft culture and couture of Hindustan, Divani's next ten years are going to be all about presenting this craft of ours to the world on a bigger scale whilst bringing love and more work home for our craftsmen and making it a better ecosystem to Iive in.
