Moora is about redefining the saree for today’s world
Moora celebrates the rich heritage of Indian hand-crafted artistry, rooted in traditions that have flourished for over 450 years. The brand’s passion lies in the meticulous technique of crafting exquisite textiles using age-old methods, deeply ingrained in the cultural tapestry of India. In an interview with Fibre2Fashion, Co-founder Prachi Seksaria talks about the company’s journey where each garment tells a story of craftsmanship, heritage, and timeless beauty.
What challenges brands face in marketing traditional garments like sarees to a younger, more modern audience?
Marketing traditional garments like sarees to a younger audience presents challenges such as their perception as old-fashioned and concerns about comfort and ease of wearing. To overcome these obstacles, brands must innovate by seamlessly integrating traditional and modern designs, emphasising the saree’s versatility, and leveraging digital platforms to showcase their contemporary relevance and commitment to ethical practices.
What role do you think Indian handcrafted textiles play in the global fashion industry?
India’s diversity is unparalleled, especially when it comes to its array of crafts. With maximum varieties of artisanal traditions found anywhere in the world, the country is a treasure trove of handcrafted textiles. Each region boasts its own unique craft, from the intricate weaves of Banarasi sarees to the vibrant prints of Rajasthan and the delicate embroidery of Kashmir. This richness in diversity not only highlights the vast cultural heritage of India but also showcases the incredible skills of its artisans.
These craftspeople are the keepers of India’s ancient traditions, bringing centuries-old techniques into the present. Their work is not just about creating beautiful objects; it is a form of storytelling, preserving the stories, beliefs, and aesthetics of their communities. The variety and richness of Indian crafts offer a broad canvas for the global fashion industry, introducing a spectrum of textures, patterns, and styles that are unmatched.
How do you think the perception and popularity of traditional garments like sarees have evolved in the modern fashion world?
The perception of sarees has evolved drastically in the past few years, transitioning from traditional wear to a symbol of contemporary style and versatility. We are seeing more and more urban women embracing and finding comfort and style in wearing sarees. Innovations in design, fabric, and styling have made sarees appealing to younger generations and a global audience. Influencers and social media have played a key role in showcasing the saree’s adaptability, challenging the idea that it is cumbersome and promoting its fashion-forward appeal. Additionally, the shift towards sustainable fashion has underscored the saree’s value as an eco-friendly and artisan-supported choice. This transformation highlights a growing appreciation for traditional garments, positioning the saree as a timeless, adaptable fashion statement in today’s world.
In your view, what is the significance of preserving traditional garments in the cultural identity of a nation?
In the ever-growing circle of fashion, traditional garments act as a bridge between past and present. They embody the history, craftsmanship and values of a community, fostering a deep sense of pride and connection to our cultural roots. In the face of globalisation, traditional garments highlight the uniqueness of a culture, promoting diversity and mutual respect.
Recognising this importance, even the central government has ramped up its efforts to promote artisans and traditional attire, especially sarees. This move not only supports the artisans but also plays a crucial role in keeping our rich heritage alive. It is heartening to see such initiatives gaining momentum, as they underscore the collective desire to preserve our cultural identity. This shared commitment ensures that the legacy of traditional garments continues to flourish, enriching our national heritage for future generations.
How can designers and brands innovate while staying true to the heritage and authenticity of traditional garments?
Designers and brands can innovate traditional garments by blending heritage with contemporary aesthetics, ensuring authenticity remains at the core. This involves:
• Respecting Origins: Understanding the history and cultural significance of traditional garments to ensure innovations honour their origins.
• Collaborating with Artisans: Working directly with the artisans preserves traditional techniques while infusing modern design elements, fostering mutual growth and innovation.
• Sustainable Practices: Eco-friendly materials are at the core of most traditional crafts. Modernising them without compromising their essence is crucial.
• Adaptive Designs: Introducing versatile elements that adapt traditional garments for modern lifestyles, such as adjustable fittings or mix-and-match options, without altering fundamental aspects.
• Educating Consumers: Sharing the stories behind each piece and highlighting the craftsmanship and skill involved enriches consumer appreciation and supports authenticity.
Can you tell us about the inception of Moora and what inspired you to start a brand focused on hand-block printed sarees?
As a visual arts graduate, my journey has always been intertwined with a love for textures, colours, and the stories they tell. This connection led me to a profound realisation: the saree, a canvas of cultural heritage, was being sidelined by the younger generation, deemed too complex for daily wear.
It was this gap between tradition and modern lifestyle that inspired me to start this brand. With Moora, I envision a world where sarees are not just reserved for ceremonies but embraced as everyday streetwear. By infusing traditional crafts with the comfort and simplicity needed for daily life, we are making sarees accessible and appealing to the younger generation. Moora is about redefining the saree for today’s world, making it a choice of comfort, style, and tradition for every woman.
How does Moora’s philosophy of being raw, uninhibited, and young at heart reflect in your designs and brand ethos?
Moora’s philosophy is a reflection of my own journey as an artist, where the essence of creativity lies in being authentic and unafraid to express oneself. Carrying this spirit into our sarees, we embrace the natural beauty of handcrafted textiles and the individuality of each artisan’s touch. Our designs are a celebration of raw elegance, featuring bold patterns, vibrant colours, and innovative designs that speak to the modern woman who values both tradition and personal expression.
We strive to create a space where craft meets contemporary style, appealing to those who are young at heart and ready to explore new expressions of identity through fashion. Moora is about embracing one’s true self, unfiltered and unrestrained. Our philosophy not only shapes our designs but also builds a community that values authenticity, freedom, and creative expression.
What were the initial challenges you faced in establishing the brand and how did you overcome them?
In the early days, Moora faced two main challenges: connecting with the right artisans and capturing the attention of a market unfamiliar with our modern take on sarees. Finding artisans who shared our vision for high-quality innovative designs was crucial. We overcame this by building strong, personal relationships with artisan communities, ensuring our values aligned. As for market reception, we leveraged social media to showcase the versatility and comfort of our sarees, slowly building a community of supporters who appreciated our fresh approach. Persistence and a clear vision were key in navigating these challenges, laying the foundation for Moora’s growth.
Moora has achieved significant growth in a short span of time. What do you attribute this success to?
Moora’s success is rooted in our unwavering commitment to quality and authenticity, the meticulous skills of our artisans, innovative designs, and most crucial, affordability. We work with artisans who are not only masters of their craft but also share our vision for innovation and sustainability. This partnership ensures that each saree is a wonderful blend of traditional techniques and modern aesthetics.
Authenticity lies at the core of Moora; we never compromise on the values we stand for, ensuring our sarees remain true to the art form. We have made it our mission to make these handcrafted treasures affordable. We believe everyone should have access to high-quality, artisan-made sarees without the hefty price tag. This balance of quality, design, and affordability has been the key to our rapid growth, allowing us to connect with a wide audience and change perceptions of traditional wear.
How does the brand maintain the authenticity and quality of traditional hand-block printing while catering to modern fashion trends?
Hand-block printing stands as a 400-year-old legacy, cherished by generations of artisans in the village of Bagru, Rajasthan. To stay abreast of modern fashion trends, we at Moora innovate within the bounds of this rich tradition, infusing our designs with contemporary patterns and versatile styles tailored for today’s lifestyle. Our dedication to using high-quality sustainable fabrics further cements the connection between traditional artistry and contemporary wearability.
An exciting extension of our commitment to this fusion of old and new is our internship initiative. Collaborating with premier design institutes in India, we invite students to immerse themselves in Moora’s vision and operations for a period of 3-6 months. Following their training, these interns work closely with our artisans, blending traditional techniques with their modern design insights. This symbiotic exchange not only enriches our designs but also cultivates a deeper appreciation among the next generation of designers for traditional crafts, ensuring the continued vitality and evolution of hand-block printing in the modern fashion landscape.
Can you explain the significance of hand-block printing in India’s cultural heritage and how Moora contributes to preserving this art form?
Hand-block printing stands as a cherished part of India’s cultural heritage, with a history spanning centuries. Renowned for its intricate designs and utilisation of natural dyes, this art form epitomises India’s rich tradition of textile craftsmanship. It not only showcases the artistic prowess of Indian artisans but also encapsulates the narratives of regional cultures, motifs, and dyeing techniques passed down through generations.
By seamlessly integrating hand-block printing into contemporary saree designs, we provide a platform for this traditional art to thrive in today’s fashion landscape. Our collaboration with artisans ensures the recognition and sustainability of their invaluable skills, thereby securing their livelihoods. Moreover, through educating consumers about the artistry behind each piece, we cultivate a deeper appreciation and demand for hand-crafted textiles.
Our internship programme with design students further solidifies our commitment to preservation. By bridging the gap between traditional artisans and the next generation of designers, we guarantee the continuity and evolution of hand-block printing. At Moora, we are not merely preserving a craft; we are facilitating its flourishing, evolution, and continued enchantment of the world with its beauty and history.
Moora is known for collaborating with rural artisans across India. How do you ensure fair trade and support for these artisans?
At the heart of our brand lies a deep commitment to supporting our artisans, who are the backbone of our operations. Since our inception, we have prioritised the establishment of sustainable partnerships with rural artisans across India, ensuring they receive fair compensation for their skills and labour. This includes paying above-market wages and guaranteeing timely payments to support their livelihoods and communities.
However, our support extends beyond financial compensation. We invest in the holistic development of our artisans through comprehensive training programmes that enhance their skills and knowledge in both traditional techniques and modern design principles. This not only elevates their craftsmanship but also enhances their marketability and ability to secure better livelihoods.
Transparency is fundamental to our operations. We maintain open communication with our artisans, discussing designs, timelines, and expectations clearly. This fosters a relationship built on mutual respect and understanding, ensuring a fair and ethical collaboration.
Furthermore, by showcasing their work to a wider audience, Moora amplifies recognition for the artisans’ invaluable skills and contributions. We advocate for their rights and promote fair trade practices in the fashion industry, aiming to create a more equitable and sustainable future for all involved.
Sustainability is a growing concern in the fashion industry. How does your company approach sustainable fashion and what practices do you implement to minimise environmental impact?
At Moora, sustainability is a top priority. We achieve this through several key initiatives: utilising natural fibres like cotton and silk in crafting our sarees, providing eco-friendly alternatives that are biodegradable and gentle on the environment. By opting for natural dyes, we minimise the use of chemicals, thereby reducing our ecological footprint. Additionally, our commitment extends to our packaging, which is entirely plastic-free. We use recyclable and biodegradable materials, ensuring that even our packaging reflects our dedication to reducing environmental impact. These practices exemplify our steadfast commitment to sustainability and our endeavour to promote a more environmentally conscious fashion industry.
How has Moora’s international presence influenced your designs and business strategy?
Moora’s venture into international markets has significantly influenced both our designs and business approach. Embracing a global perspective has motivated us to stay attuned to international fashion trends, broadening the appeal of our sarees to a diverse audience. We have skilfully integrated international design elements into our collections, ensuring they resonate with varied tastes while preserving the essence of Indian heritage.
Furthermore, our international presence has prompted us to adopt a more inclusive approach, taking into account the diverse preferences of our global customers. In response to this demand, we have enhanced our operational agility, optimising our supply chain to efficiently manage international orders. This entails strategic planning encompassing logistics, customs regulations, and delivery mechanisms, all aimed at ensuring timely and seamless delivery to our valued international clientele.
What are your future plans for Moora, and how do you envision the brand evolving in the next few years?
Looking ahead, Moora’s future is focused on expanding our footprint in both national and international markets while deepening our commitment to sustainability and artisan empowerment. We envision becoming a leading name in sustainable fashion, known for bridging traditional Indian crafts with global fashion sensibilities.
Our plans include:
• Sustainability expansion: Introducing a wider range of eco-friendly materials and practices, further reducing our environmental impact.
• Artisan development: Strengthening our support for artisans through enhanced training programmes, ensuring their crafts not only survive but thrive.
• Product diversification: Expanding our product line to include more varieties of traditional wear and accessories, catering to a broader audience.
• Global presence: Increasing our international presence through strategic partnerships, online marketplaces, and pop-up stores in key global cities.
• Community engagement: Building a stronger community around the brand, involving our customers more in our journey through interactive platforms and initiatives.
In the next few years, Moora aims to not just grow as a brand but also to lead the way in sustainable and ethical fashion, making traditional Indian textiles a staple in wardrobes around the world, cherished for their beauty, comfort, and the stories they tell.
