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#Culture:: Fashion: Vidya Balan Roots For The #VocalForLocal Campaign By Wearing Sustainable Indian Brands For The E-Promotions Of Shakuntala Devi. We Think It’s Fabulous

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If someone had told me that one day, I will be watching new releases on my phone at home rather than on the big screen, I would have probably laughed it off. I am someone who loved to go to the cinema and literally bunked college every week to catch the latest release, because nothing beats a theatrical experience for a cinephile (so don’t judge, okay?).

Cut to today, it is actually happening due to the terrors concerning life, unleashed by coronavirus. As an alternative of theatrical release, movies are releasing digitally on the streaming platforms which lowkey breaks my heart but it’s better than losing my life to a damn virus.

So, since the movies are releasing digitally, the promotions have to be done digitally too. Ever heard of e-promotions? Well, now you will. All the releases of this year will have e-promotions with digital press junkets and announcements done through social media.

One of these upcoming movies which is all set for a digital release is Vidya Balan-starrer Shakuntala Devi which will stream on Amazon Prime from 31st July. With just 10 days to go, Vidya is obviously busy promoting the movie on her social media. You know what that means – promotional looks galore!

Also Read: 5 Thoughts I Had While Watching Vidya Balan’s ‘Shakuntala Devi’ Trailer. Mainly Ki, We Hope The Woman Behind The Legend Is Done Justice To

She has dropped four gorgeous looks till now, all either Indian or fusion looks in vibrant prints and colours, basically very aesthetically pleasing Indian outfits. Now you’d think, Vidya is big on traditional outfits anyway, so what’s new, right? But that’s not all. A closer look at the fashion pieces she has worn revealed a subtle message. All these pieces that Vidya wore for the e-promotions were from sustainable Indian brands that were locally made. Does it ring any bells? She is rooting for the #VocalforLocal campaign with her outfits!

Fashion has often been used as a strong medium for voicing your opinions, show support and communicate what you stand for and Vidya here does it like a queen. She extended support to PM Modi’s new campaign to promote locally made brands during her Shakuntala Devi’s e-promotions, and we think it’s a great way to use fashion to show what you really stand for.

Here is a rundown on the four looks that Vidya sported and what we think about them. Spoiler, she nailed it.

The first look was this peppy, fusion ensemble in fuchsia pink by Urvashi Kaur Label. It is a handcrafted piece consisting of a long, asymmetrical kurti paired with dhotis.  She paired the outfit with some gold jewellery pieces from Radhika Agrawal Studio and captioned the post, “#vocalforlocal – Placing an emphasis on conscious creation & consumption, this Urvashi Kaur silhouette combines luxury with ease. Handcrafted, this versatile textured cotton tunic dress paired with dhotis is one of of the labels signature styles that has been used across many collections in different handwoven textiles and this particular one is hand dyed with minimal details like kantha stitch technique.”

The other look she rocked was this yellow floral pajama set by Ayush Kejriwal. It was made with 100% natural fibres and looked ethereal on her. In the caption, Vidya urged everyone to invest in sustainable fashion and re-wear the pieces you buy. Okay, but who wears an outfit only once?“#SustainableFashion – This outfit is made from natural fibres and can be composted together with your food and garden waste, as opposed to fabrics like nylon or polyester. Fabrics that are 100% natural will be expensive compared to the mixed variety, but for a good reason. Buy less, buy good and rewear the outfit. #VocalForLocal,” she captioned the post.

Vidya loves herself a saree so it was only obvious she wore one for the e-promotions as well. This one was a handwoven saree bought from a weaver’s exhibition in Coimbatore. We love the warm shades of red and orange and the sunny yellow blouse paired with it. She particularly mentioned that the these handwoven sarees get softer with each wear.

The last outfit she wore was a Payal Pratap printed maxi dress in a gorgeous blue. Honestly, this one’s my absolute favourite. This handwoven piece was made of cotton and chanderi silk and had a beautiful fall. It was captioned, “#vocalforlocal The tiered maxi dress is by Payal Pratap who has used chanderi silk and cotton for the outfit with embroidered cross stitch. The drape of the garment which would have been previously achieved by a mill made textile, has found a handwoven alternative. Our country is so rich in textiles and woven skills, that we don’t need to look to the west.”

We definitely agree with her. The need to opt for locally made brands and sustainable fashion is now more than ever. What we love even more than her outfits is how she used fashion as a tool to make a strong case for #VocalforLocal through her outfit choices. Fashion is so much more than just dressing up in all your glory. It can play a great role in expressing yourself and putting your beliefs out there and it is very much clear by Vidya’s craft-friendly promotional features. Talking about her outfits, which one did you like the best? Let us know!

Also Read: Designers And Fashion Industry Insiders Tell You How To Be More Sustainable In 2020. Add It To Your Resolutions


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