WearHandloom: Social media campaign goes viral

New Delhi, Aug 2 (IANS) Ahead of National Handloom Day, which falls on Sunday, Textiles Minister Smriti Irani has launched a #IWearHandloom' initiative, which has gone viral online. FDCI president Sunil Sethi too has urged the fashion fraternity to promote handloom consumption.

WearHandloom encourages the wearing and sharing of handwoven garments and accessories. The campaign began on Monday, and has found takers from all quarters.

The Twitter-based campaign is aimed at empowering handloom weavers of the country, and the Fashion Design Council of India (FDCI) is a frontrunner in the celebration of warp, weft and weaves.

"With more and more trend-setters like you (Irani) recognising the value of hand-woven textiles and finding them relevant, the time is right to set the stage for a grander spectacle," Sethi, who himself shared a photograph flaunting handloom garments, said in a statement.

The initiative soon went viral on Twitter getting immense support from fashion designers, sportsmen, politicians and the public in general.

Acknowledging the support extended by FDCI, Irani said: "I thank the FDCI along with top designers across the country who have played a critical role in making this campaign a success and helping mainstream handloom globally."

On Monday, Irani took to her social media account and posted: "I support Indian weavers, here's my #IWearHandloom look - Handwoven Silk from Bihar. Share your look and tag five people."