Monday Nov 25, 2024
Monday Nov 25, 2024
Wednesday, 2 July 2014 00:00 - - {{hitsCtrl.values.hits}}
The highly experienced design expert Shellard was addressing more than 50 Lankan handloom designers and experts at the session titled ‘Design Development for Sri Lanka’s Handlooms’ organised by the EDB in Colombo.
Shellard has more than 16 years experience creating high quality products for the UK craft markets mainly in spun silk. As a senior lecturer in London College of Fashion, she ran the surface textile pathway and subsequently set up and ran the BA Hons Fashion Jewellery Course. She also assisted the Moratuwa University in 2003-04 to introduce weave designs to its BA Fashion course. Her expertise extends to using research for designs and crafts, as well as challenging definitions and perceptions of hand-made textiles particularly with regard to their presentation and context.
According to the EDB, 2013’s total apparel exports stood at $ 4.26 billion. In 2013, Sri Lanka exported $ 115.55 million of woven fabrics – an increase of 10% from 2012’s $ 104 million. The top five buyers of Sri Lankan handlooms in 2013 were Bangladesh, India, Turkey, Hong Kong, and UAE. The appetite for Lankan handlooms in US markets has also surged in 2013-US which was ranked as the 15 buyer of Lankan handlooms in 2012, jumped to seventh ranking importer in 2013 with $ 1.64 million of purchases.
“Sri Lanka has been known for its handloom textiles. It is a high precision sector and its precious in Sri Lanka branding. In fact, it is a jewel for Sri Lanka,” said Design Expert Shellard and added: “Apparel sector is generally responsive to fast fashion cycles. But handlooms are not the same. Sri Lanka, rather than moving into fast fashion handloom cycles, can elevate its special handlooms brand by building weaver competence and international promotion efforts. I am not making a recommendation here but being already hands on involved in Sri Lankan weaving and gaining an understanding of Lankan designs, I identified these factors. Unlike powerlooms, handlooms help in maintaining the country’s identity and helps tourism. My personal view is that if Sri Lanka becomes a mass producer of handlooms then it may not retain the same premium cache it now has. Also, if you are interested, I have news-that is 2014-15 autumn winter cycle colour trend in international fashion for Lankan exporters-the two important colours are rust and dust.”
EDB Chairman/CEO Bandula Egodage, addressing the event, said: “43% of Lanka’s total exports are apparel. I believe that the secret of our apparel success could be that we don’t sell apparel but sell designs. That’s the value we deliver. Sri Lanka is a skilful place. We maintain our traditions and resources. Value addition is an essential factor and repeating of the same designs will not help us in the long run. Today’s EDB initiative session titled ‘Design Development for Sri Lanka’s Handlooms’ is in line with this.”
