UP ropes in fashion designers to promote traditional crafts and industries

Fashion aces Ritu Beri, J J Valaya to promote textiles, home decor etc

The Uttar Pradesh government has roped in A-list fashion designers including Ritu Beri and J J Valaya to promote the state’s indigenous handicrafts and industries.

The traditional industries and crafts of UP lined up for promotion in the first phase include ethnic fabrics and textiles such as Chikan and Khadi, home décor, perfumes, carpets, leather products, handicrafts etc.

Apart from Beri and Valaya, two other top fashion designers Rina Dhaka and Manish Malhotra have also been on-boarded to help the state revive handicrafts, which are in the dire need of technological interventions and contemporary positioning to appeal to the masses,