Fabletown

This thesis project focuses on promoting a traditional embroidery of a region in Karnataka, a state in India, through a folktale of Karnataka “the sparrow and the crow”. The focus should be more on ‘engaging’ with the fabric than just ‘having’ it. The desire to appear fashionable should be on par with the desire to have better quality. Fashion consumers have the power to steer towards this change. The Indian market is growing by the day and is based on strong private sector with brand conscious consumer giving way to the project aim of creating an ethical brand revolving around the revival of local textiles.