Kraft Corridor was established in 2017 with a vision to provide channel to the rural artisans in accessing the mainstream market, thereby encouraging preservation of traditional skills and craft, and leading to creation of sustainable livelihood. It aims to bring positive change in multitudes of artisans in India. The products of Kraft Corridor are a perfect blend of indigenous skills with modern designs and patterns. Over a period of around 2 years it has emerged as a luxury women’s wear brand. Right from choice of fabrics to using embellishments, the ensembles are hand embroidered in different contemporary styles, and have an ethnic feel, thus targeting women of all age groups.
Our designs are influenced by the culture and heritage of Lucknow, India and we deliberately keep some elements of the traditional craft in each and every contemporary design that we create. Hand embroideries viz. chikan, zardozi and taarkashi are a huge part of Lucknow’s heritage. Lucknow’s chikan embroidery is known to be more than 2000 year old. It is very exciting to work with artisans who have lineage to the traditional crafts and we work very closely with the artisans, especially women artisans.
Our designer’s for this collection are Guleen Jaswal and Amandine Cool are avid observers of trends and they like to explore with colors, techniques and unique crafts.
Our collection is called “Rubaaya” which means “God’s creation”. We have conceived motifs and patterns from nature and universe which we have incorporated in our silhouettes. The use of colors and contemporary hand embroidery will have traditional touch to the collection. It has a mix of bright and pastel shades as well as structured silhouettes. Also we have kept the concept of sustainability and zero wastage while designing the collection.