This season, Normalize the Saree with Queen of Sarees Kankatala 

by Suman Gupta

Queen of Sarees, Kankatala known for pioneering trends since 1943, creates a unique digital campaign #normalisethesaree with leading bloggers from across India, including House of Misu, The Image Code, Swati Mukund, The Curl Girl, Neha Menghwani, Rosi Das, Arushi Tripathi, and Shauryaa Singh. Sonika Kankatala from the Kankatala family too was seen in one of the videos doing her bit to ‘Normalise the Saree’ in her unique way.

Sarees have been synonym to an Indian woman since always. However, with changing times, there is a stereotype developed that sarees are for older women or special occasions. The fact is that it is one of the most artistic pieces of fabrics that is ‘Made in India’ for Indian women. This wearable form of handwoven elegance has represented Indian women of every state for generations and it fluidly adapts to every body type and occasion. With this campaign, the brand appeals to the modern Indian women to not limit it at a wedding or a pooja and adorn it on irrespective of a special occasion like on just another day at work or a Sunday brunch with her friends to normalize wearing a saree. The series features diverse demography of Indian women each from diverse parts of the country with various body types & various personality types who get creative with their weaves.

Summiyya, from House of Misu, elevates the saree styling game in a handwoven Light Blue Floral Organza Saree known for sassy yet classy looks, Summiyya first showcases a classic drape and then effortlessly switches to an ivory suit styled with the organza saree.

Tina, from The Image Code, gets creative with the Handwoven Light Green Floral Linen Saree & Abstract Tussar Silk Blue Saree. In the first look, Tina has done a classic drape where she looks like Indian Royalty herself, whereas, in the second look, she takes her saree game a notch higher by uniquely styling a fluid Tussar Silk Saree with a pair of denim & a classic white shirt. Tina proves that there is nothing that a woman in Saree cannot do!

Swati Mukund personifies the multi-faceted Indian woman in a Traditional Orange & Purple floral printed Kanchipuram Silk Saree. Swati gets adventurous by clubbing this authentic Kanchipuram weave with a chic denim jacket followed by another look where she styles the same saree with a statement necklace giving an earthy vibe. She then switches to an even more daring combination of crop top and bohemian silver jewellery with a Kanchipuram proving that a Saree is as versatile as the woman who wears it. Swati ends the video with a classic look where she is seen in a conventional drape and traditional temple jewellery.

Neha Menghwani flaunts the bold yet dainty side of a modern Indian woman where she plays with the classic look as well as an offbeat look where she styles a floral saree with a pair of matching trousers and a metallic jacket.

The Curl Girl, Rupali, on the other hand, looks dreamy in a White Linen Saree. While she did a classic look with an elegant pearl necklace, she also broke the stereotype by styling this saree with a tan trench coat. She also talks about the multi-faceted Indian woman that she represents in the reel.

Rosi Das looks like poetry enwrapped in the spirit of spring draped in our Floral Printed

Organza Saree, whereas, Arushi Tripathi shows some #lucknowiswag in our Cream Organza Saree with Floral Embroidery.

‘As a brand, we have been representing Indian Handloom since 1943 and have not been just a trendsetter in our market but also have created a channel for livelihood for weavers spread across 40 weaving clusters of India. We believe it is our duty to support Indian Handlooms & Sarees as it is a very integral element of Indian Culture’, said Anirudh Kankatala, Director, Kankatala.