Sri Lanka should brand its handlooms in niche market segment, says British expert
View(s):Sri Lanka needs to strengthen its design and promotion capacities and ensure that its handloom designs continue to have that special identity, an international design expert has said.
“Sri Lanka has been known for its handloom textiles. Rather than moving into fast fashion handloom cycles, Sri Lanka can elevate its special handlooms brand by building competence and international promotion efforts,” said Jennifer Shellard (Visiting Lecturer, Woven Textile Department of London’s University of Creative Arts) in Colombo recently.
Jennifer Shellard, visiting British design expert, in conversation with Design Director of Kandygs Anuradha Yahampath
She was addressing more than 50 Sri Lankan handloom designers and experts at the session titled “Design Development for Sri Lanka’s Handlooms” organised by the Export Development Board (EDB) on June 30 in Colombo.
She said Sri Lanka’s high precision sector is precious to the country’s branding. “In fact, it is a jewel for Sri Lanka,” Ms. Shellard.
While the apparel sector is generally responsive to fast fashion cycles, handlooms are not the same. Sri Lanka, rather than moving into fast fashion handloom cycles, can elevate its special handlooms brand by building weaver competence and international promotion efforts, she said, adding: “I am not making a recommendation here but being already hands on involved in Sri Lankan weaving and gaining an understanding of Lankan designs, I identified these factors.”
According to a Commerce Ministry media release which reported her comments, Ms. Shellard said that unlike powerlooms, handlooms helps in maintaining the country’s identity and also tourism.
“My personal view is that if Sri Lanka becomes a mass producer of handlooms then it may not retain the same premium cache it now has. Also, if you are interested, I have news-that is 2014-15 autumn winter cycle colour trend in international fashion for Lankan exporters-the two important colors are rust and dust,” she said.