Actors Richa Chadha and Ali Fazal, who have collaborated as producers on various projects, have now embarked on an initiative to support and promote the creative endeavors of local artisans. The couple has made the decision to establish a homegrown fashion brand that emphasizes the work of local artisans.
While sharing her enthusiasm for the initiative, Richa said, “We have both always strived to work at a grassroot community level with whatever we do. We have always wanted to support local communities, our social endeavours too always are something we strive to do from a grassroots legal up.”
Richa and Ali plan to rejuvenate the community of local artists in Lucknow to preserve and promote their art.
“So when the idea struck to us to want to do something for the artisans, especially those in Lucknow who have years and years of art they have been practising, we wanted the label to be a reflection of that. We have always been in awe of the skill of local artisans, particularly those involved in crafting exquisite intricate work in textiles,” she said.
The actor from ‘Oye Lucky! Lucky Oye!’ expressed the importance of promoting the local art and crafts created by artisans. “In today’s age barring a handful, a lot of local art and artisans are vanishing and are struggling to survive with technology and mass-produced things taking over. So we wanted to preserve this and help a community to showcase their work, their art, their talent,” she added.
The duo has recently established their production company, Pushing Buttons Studios. Their inaugural production, ‘Girls Will Be Girls,’ premiered at the Sundance Film Festival.