The name Gaurang is synonymous with hand-crafted textile art. Gaurang Shah, fondly known as the master of weaves by his peers is a household name for his high-end jamdani sarees and outfits. Dating back in 2001, when the handlooms were fading in to oblivion, weavers were mired in debt traps, uncertainty and hunger deaths; Gaurang took up the challenge of reviving the traditional handlooms and bringing them back in vogue. He started his journey of reviving handwoven textiles with a few looms in Andhra Pradesh, and today works with over 700 weavers across India in the states of Andhra Pradesh, Maharashtra, Tamil Nadu, Uttar Pradesh, Gujarat, Rajasthan, West Bengal, bangaldesh reviving the traditional weaving technique of “Jamdani”. Jamdani, a discontinuous extra weft technique of weaving takes no help from machinery. A hand drawn artwork design is kept under the warp in the loom, and is replicated by the weaver to the finest details. It is almost like parsi embroidery done on the loom. The intricacy of a design which was hitherto possible only in print and embroidery has been materialized into weaves Floral and geometrics drawn from the nature are the hallmark of his creations. In kanjeevaram, the korvai weaving technique on the jacquard loom is revived with traditional motifs inspired by the temple art of the 16th century.. Immense care is taken to preserve and accentuate the aesthetic appeal of its beautiful textures. Yarns like khadi, cotton, silk, muga, tussar, organza are infused together to create varied textures to give a contemporary feel and make them more drapeable. Niche woven textiles like khadi, uppada, paithani, kanjeevaram, benarasi, patan patola, kota, Dhakai are created. Gaurang is a self-taught designer who had belief in the Indian textile art and a passion to bring the weavers on the forefront. He has been meticulously working with weavers, and encouraging them to make textiles that are at par with the global fashion scenario. When Gaurang started off more than a decade ago, the biggest challenge for him was to convince the weavers to be experimental and open to his innovations. The traditional designs were saturated and he knew that for handlooms to sustain the weavers have to challenge themselves each day to make something new and to implement new ideas. Gaurang has showcased at more than 8 seasons of Lakme fashion week, Berlin fashion week and has done private shows in India and abroad including a show at the IIFA awards in 2015. He has styled Kirron Kher for her appearance in India’s got talent for 3 seasons and also for her movie khoobsurat in 2014. Celebrities like Vidya Balan, Kirron Kher, Kangana Ranaut, Sonam Kapoor, Sharmila Tagore, Tapsee Pannu to name a few vouch by his handcrafted creations. Gaurang bagged the prestigious "Best Designer" award at the Lakme Fashion Week W/F 2012 for the best use of Indian weaves and textiles in the most creative way for his ‘Ardhangini’ collection. He was awarded the ‘most Admired fashion icon’ of the year at the Audi Ritz Icon Awards, 2015. Gaurang retails through his flagship stores in Hyderabad, Bangalore, Chennai, Kolkata and New Delhi. In Mumbai he retails under the name ‘Vaya’.
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