9th January 2024: “There are only two lasting bequests we can hope to give our children. One of these is roots, the other wings.” – Johann Wolfgang von Goethe, German poet and scientist.
These influential and oft-quoted words were the inspiration for Suta’s latest campaign, as well as the resultant, namesake collection, titled ‘Bachpan’. To bring their vision to life, Suta’s team travelled to a remote village on the outskirts of Kolkata last November. Here, they collaborated with a local school to conduct a drawing competition with a difference – the winners would see their art come to life on Suta’s dupattas and sarees.
“Our approach to this campaign was two-pronged – we wanted to offer our products as a canvas for these children’s hopes and dreams. At the same time, through this activity, we wanted to inspire in them an appreciation for and understanding of our country’s rich artisanal heritage. After all, these are the next generation of minds that will shape our country’s future. And we wanted to encourage them to dream and have the conviction to bring their dreams to life,” explains Sujata Biswas, co-founder of Suta.
Nearly 200 local children under the age of 15 years, participated in the activity. They were split into two groups – 10 years and under, and 10 to 15 years. The topics these children chose from were all based on their dreams and inspirations. Five winners were selected from each group, and Suta’s designers painstakingly recreated themes and motifs from all the participants’ creations on sarees and dupattas. To conclude the activity, the brand made a monetary donation to the school.
We chose this time of the year in particular to highlight the importance of having these conversations with our children, in a relatable manner. Our hearts melted when we saw the beaming smiles on the children’s faces and how proud they were to know that our customers would be purchasing the designs they had created. In many ways, it demonstrates to them the heart and soul that our artisans pour into each garment, and thus sensitizes them towards doing their bit to uphold these weaving traditions,” adds Taniya Biswas, co-founder of Suta.
Both the campaign and the collection will be launched before the Republic Day celebrations on January 26, 2024.
