Jo - The Non Conformist

In the Summer of 2020 at the Lakme Fashion Week, Rina Singh presented her collection called “Jo - The Non Conformist”,a collaboration with the Telangana State Handloom Weavers Cooperative Society Ltd (TSCO). The collaborative collection between the weavers (should we add names? and exact locations) and Eka focused on unique and unseen patterns, with distinctive detail developments. Featuring block print textiles, wool and wool silk plaids, stripes coupled with velvets and hand painted, embroidery,presented in thebrand’s signature easy flowing diaphanous dresses, pleated skirts, boxy jackets, oversized pea coats and tiered layers.

We as a label were founded on the ethos of sustainability as a way of life, where every living and non living being thrives and lives up to their best potential. A collaboration with TSCO was an opportunity to preserve and celebrate traditional craftsmanship that is often at the risk of fading away. The aim was to extend support by incorporating their skills and techniques into contemporary designs, and ensure the continuation of these valuable cultural traditions.

One of the primary goals through this partnership was to further empower the individual artisans economically and socially by showcasing the textile developments at one of the most reputed fashion weeks in the country and in return creating a steady demand for their products, helping to access new markets, and providing with training and resources to enhance their skills.

Metrics to measure the impact of the collaboration. This might include tracking the increase in artisans' income, improvements in their living conditions, reductions in environmental impact, or increased awareness of sustainable fashion. This might include tracking the increase in artisans' income, improvements in their living conditions, reductions in environmental impact, or increased awareness of sustainable fashion.

The collection was showcased at the Lakme Fashion Week Summer Resort 2020. Commenting on the collaboration, Rina Singh notes, “I am very excited and honored to partner with TSCO for the development and showcase of Telangana textiles at Lakme Fashion Week. It is a special region, the textiles are so dexterous and one of a kind in terms of skill level involved. I think more and more work should be done in the region to bring the textiles to the attention of the world.”

Jayesh Ranjan, principal secretary of the Industries & Commerce department of the Telangana government added, “Our main motto with this collaboration is to enable skill development at the grass root level that would in turn create employment opportunities for the artisans. While the artisans are masters of their craft, the design intervention brought about by Rina Singh of Eka showcases the textiles of Telangana in a new light.”