Minawala recently launched a non-profit campaign #SupportIndianDesigners with the main aim to help small Indian businesses and designers grow on a larger level and take them to a global stage. While her campaign has helped more than 100 brands and generated 400,000 plus conversations, her recent trip to Rajasthan actually gave some local artisans a chance to showcase their art.
While in Rajasthan, Masoom was keen to explore the “Rajputi Poshak” – a typical traditional attire worn by the women in Rajasthan. She set out on the search for the ‘poshak’ by uploading it on her Instagram stories. Owing to her powerful reach and engagement, Masoom managed to source a lovely yellow poshak from a fan of her community who owns a homegrown brand. The small business owner sent her an authentic and beautiful yellow coloured Poshak all the way from Jodhpur to Jaipur, the city Masoom was visiting. Masoom shot the video with all the details which went on to clock almost a million views on Instagram in less than 72 hours.
The poshak was made using a combination of tissue is used for the lehenga, kurti, and kanchali with pure georgette used for the Odhna (Chunni).
According to Masoom, a lot goes behind making a poshak, generational craftsmen put together a design on paper which is then put on the fabric, after which metal wires are used to create intricate designs and patterns to give it the complete cultural representation.
“The specialty of the Poshak is that it’s a perfect representation of the bespoke craftsmanship and heritage of the royals of Rajasthan. These were made with real gold and silver expressing elegance and style from the golden era. The work done on the poshak is very special and is known as aari, zardozi, sequence, and cutwork,” adds Masoom.
Masoom’s beautiful royal poshak was designed by Kanishka Sodha, who represents a brand called Soumaya.