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It’s no secret that all of us at Homegrown are absolute suckers for culturally rooted attire, especially when it finds a way to tread the fine line between preserving an age-old craft and the world of streetwear. While there are a whole host of brands that we’ve discovered in the last few years, Johargram has remained a favourite.
The Jharkhand-based brand, founded by NIFT Gandhinagar graduate Ashish Satyavrat Sahu has been unwavering in its dedication to promoting the local textiles, art, and crafts of Jharkhand, specifically the vast world of tribal crafts. Through their garments, which range from face masks to hats and from shackets to tailored pants to even sarees and home textiles, they have found ways to revive traditional weaving techniques of Jharkhand for the modern consumer.
In addition to their products, Johargram and Ashish have been involved in finding various avenues towards the preservation and furthering of Jharkandi culture: from music videos to a dedicated fashion show - the Adivasi Paridhan Paridarshan. In fact, for the last three years, Johargram has been leading an annual tribal runway show on World Indigenous Day - August 10.
The most recent edition, which took place earlier this month, brought to life the rich and varied cultural products of tribal communities from across India. According to the brand, in addition to presenting a global perspective surrounding the heritage and artistry of these communities, it also “highlighted the diverse regional traditions from India’s North, West, South, and East, illustrating the country’s vibrant textile diversity.”
Organised in collaboration with the state government of Jharkhand, the Department of Tribal Welfare, and renowned local labels including Jharkhand Rajya Khadi & Gramodyog Board, Jharcraft, Jobaha, and the host brand, Johargram, the 2024 edition followed the theme of 'Celebration of World and Indian Tribes'.
With the intent of taking the attendees through a narrative journey that captured the many nuances of the communities and their cultural practices beyond the typical stereotypes, the event was led by creative Neeraj Gaba and curated by DH Franklin. To lend the magic of makeup and hair to the show, the Lakme Academy in Ranchi led by their director Kajee Rai and artists who hailed from tribal communities were brought into the fold.
As they had done in the previous two editions, the fashion show had a dedicated segment for Jharkhand that displayed the locale’s cultural artefacts, from the tangible: traditional fabrics and crafts, to the intangible: theatre performances. The event was graced by the presence of many leading political and cultural leaders of the state. Its fashion show was brought alive by choreography and settings that best captured the dynamism of the brands and attire on display.
As with previous editions, the models, designers, show directors, choreographers, stylists and more all put in their share of work to make the third season of the Adivasi Paridhan Paridarshan, the best one yet. Combining various forms of art; from craft and attire to theatre and music and putting together an inspired showcase at the Birsa Munda Museum in Ranchi, the Johargram-led fashion show for 2024’s World Indigenous Day took their cause even further than ever before.
You can follow Johargram here.
