Stitched in Time: Brandix and Q&E preserve traditional textile arts

Tuesday, 10 January 2012 00:47 - - {{hitsCtrl.values.hits}}

Having completed an acclaimed trilogy of calendars that explored the role of water in Sri Lankan antiquity, culture, and everyday life, Brandix and Q&E set about unravelling the rich tapestry of textile techniques and traditions for the 2012 edition of the Brandix calendar. Entitled ‘The Difference is Passion’, this latest chronological chronicle celebrates the sublime skill and bolts of brilliance that have revolutionised the worlds of fabric and fashion.

Spanning the centuries between the discovery of the cotton plant and the invention of the industrial sewing machine, the calendar pays special attention to the ways in which Sri Lankan artisans have made their mark on textile history.

For example, one page details the drama that surrounds Kuveni and her spinning wheel while another recalls a bygone era when the staccato stutter of a handloom rang through every Sri Lankan village.

Although Sri Lanka is renowned as one of the textile hubs of the modern world, many are unaware of its heritage of garment craftsmanship. Like the 2009, 2010, and 2011 Brandix calendars conceptualised and created by Q&E, the 2012 edition was heavily researched to ensure that it would be an edifying presence in the lives of its recipients.

One can thus learn about the quality control exercised by a Dumbara Rata weaver and read about the Sri Lankan chaya root, prized by dye masters for its deep scarlet hues, amongst many other informative entries.

Weaving together Laxman Nadarajah’s exquisite photographs with Q&E Senior Art Director Nishantha Gammuduwatte’s masterful layouts, the 2012 Brandix calendar is also a triumph of style and beauty. Noting that the calendar is an ode to the passion that drives all innovation, Q&E CEO Dilrukshi Wijeyekoon drew a parallel to the insight-based approach practiced by the communications specialist, saying that “our creative process is rooted in research but is always ignited by our diverse inspirations.”

The strategic partnership between Brandix – Sri Lanka’s leading apparel solutions company, and Q&E – it’s marcom partner, has always leveraged the required expertise to reach specific communication goals, in line with Q&E’s commitment to create “work that works”.

During the briefing for the 2012 calendar, the apparel giant set out a number of objectives: from reminding its Associates that they are part of a centuries-old tradition of Sri Lankan textile excellence, to dazzling its various stakeholders with a vivid examination of garment artistry. These objectives ensured the impact made by its calendar was maximised.

Those who have received the 2012 Brandix calendar will now be able to tease apart the strands of this colorful narrative over the course of the coming year.