VISUAL MERCHANDISING

Second assignment : stating the course fo the action fom the beginning of
conceptualizing a prop from 10 random sketches, what is a craft, different
styles of crafts i.e. handlooms and handicrafts, ragional crafts, conceptual-
izing a prop for the final Indian brand display and the materials required
in making and some slides form the brand study.
Submitted by: Submitted to:
Paritosh Sharma Prof. Vinesh Tapre
BD/19/95
What is Craft? What is Handloom?
In a simple language a loom that is operated by hand is called handloom. Actually loom is a device on which fabric is made
and the process of making fabric on loom is called the weaving process. weaving is the process of intersection of warp ( vertical
thread group) and weft(horizontal thread group). Weaving is one process among other fabric manufacturing processes ( like
knitting, nonwovens and off loom weaving) by which the fabric is made. So loom can be of two types handloom(hand operated)
•Craft as in myunderstandingis making something thought of using art being the
and powerloom(automated) on which the fabric is made. The product of handloom is called handloom fabric. Handloom is a
main driving force. Unlike design, craft can be considered as the title given for the
loom that is used to weave cloth without the use of any electricity. Hand weaving is done on pit looms or frame looms generally
already existing art forms and methods/ processes.
located in weavers’ homes. Weaving is primarily the interlacing of two sets of yarn – the warp (length) and the weft (width). The
• When we wereinschool there was art and craft, there wasnoartanddesign
equipment that facilitates this interlacing is the loom.
because what we werelearning werealready existing methods or ways to make
something our out present materials, be it utility based of just a hot wheels track
made of cardboard and scary bloody and popping right of the wall. Form the craft of
filmmaking to origami and kirigami, form blockprintingto leather toys, they all come
under the umbrella of Craft.
• Craft is the utility based process of incorporating different artforms into tangible,
wearable, useable, aesthetic creations that has more of a history related to it, craft What is Handicraft?
is utility based but is not design, crafts are already existing methods, design here
Handicrafts are the products, made by hand often with the use of simple tools. These includes the object of utility and objects
will be to use the different forms of craft to make something new.
of decoration. In a broad way these handicraft items includes textile based craft, ceramic, pottery, leather, glass, wall paintings.
• A craftsman is more of an expert in that craft i.e the one who sits and makes those
Handicraft, sometimes more precisely expressed as artisanal handicraft or handmade, is any of a wide variety of types of
beautiful lehangasbut the designer is more of a curious thinker and the one who
work where useful and decorative objects are made completely by hand or by using only simple tools.
comes up with the design, but a designer is not just the guy with pencil and paper
but, a designer knows its processes too.
• Craft is the way of bringing things form the world of art into life.
bEGINNER pROP dE- pROGRESS wORK
SIGN iDEATIONS Here the con-
cept being made
in relation to
the title of the
brand Superdry
for which this
ideation is made,
this paritcular
mannequine
is not wearing
much clothes
other than the
superdry under-
wear because the
othe clothes are
drenched and
he has a jet back
so why not put
it to a good use
so....our super-
dry manniquin
takes off on his
adventure with
his jetback and
drenched clothes
attached to the
back, flying , and
in the process
drying his Su-
perdty clothes.
 rEGIONAL
cRAFT sTUDY
Final placement of the prop into diffenret types of
windows and seeing the effects.
• The corner window being a really good choice for the
window but require a lot of materials and also will provide
a two way view, which will be interseting.
• The second placement is there inside with the Island
display which provides the 360 degree view and is much
more understandable for the customers.
 •In India the tradition of leather craft goes back to the Indus valley civilization. There have been
several references in ancient texts about the use of animal skin.
• The age old tradition of leather craft in India is proved by ancient sages and ascetics, who used
to sit on deerskin for meditation and other such works. In the past, leather was not only used in
making clothes and footwear but also in making caps, bags, saddles, armor etc.
• India is famous world wide for its leather products. In the rural areas of India, hide from cattle
and camel is locally cured and after tanning, it is used to make different items. Different regions

lEATHER cRAFT :
of India have different leather products to offer.
• Though there are formal sizes for products, they are made in any size specified
according to the need. Height specification for the model is as follows – 6”, 12”, 18”, 24”.

mADHYA pRADESH
• First a wire frame is made. Then grass is tied around it in bunches with thread for
build the mass of the model. Waste cardboard is moistened, crushed and the wet paste is mixed
with tamarind flour paste to form the pulp that is applied for smoothening the rough form. For
making large number of standard identical pieces sometimes a mould of fibre is designed and
pulp is applied on the same. Then slight finishing and fine tuning of muscles is done by using a
comb handle without teeth. Fork is used for giving hair like texture.
• The glue for sticking leather over the model body is made by boiling tamarind powder and
forming a paste of it. Rag is stuck and wrapped around lower legs and then it’s covered with pulp.
• After sticking leather, smoothening and finishing is done by rubbing a smooth stone over the
wet leather. It takes full 15 days for drying. If moisture is left, it will expan later and warp the
leather packed over it and decrease the quality. Then colouring and polishing is done.
 • Chanderi is a traditional ethnic fabric characterized by its lightweight, sheer texture and fine luxurious
feel. Chanderi fabric is produced by weaving in silk and golden Zari in the traditional cotton yarn that
results in the creation of the shimmering texture. The fabric borrowed its name from the small town
Chanderi in Madhya Pradesh where traditional weavers practice the art of producing textured sarees in
cotton and silk decorated with fine zari work.
• Chanderi silk cotton, pure silk and Chanderi cotton. These are the different classifications of this craft
• Since ancient times, Chanderi town is popularly known as one of the best handloom clusters in India
where Chanderi fabric was woven using handspun cotton warps and wefts.
• Chanderi fabric is known to have its origin way back in the Vedic Period and was founded by Lord Kris

cHANDERI: mADHYA na’s cousin – Shishupal.

• Creation of unique buttis or motifs and the transparent or sheer texture of Chanderi fabric are the two
prime characteristics that distinguishes it from other handloom fabrics.

pRADESH • The buttis or motifs on Chanderi fabric are primarily hand woven on handloom, with the use of needles.
Separate needles are used to create different motifs.
• Motifs created using chanderi weaving are inspired from nature and include Swans, gold coins, fruits, and
heavenly bodies.
•fashion designers have worked closely with Chanderi weavers to design fashionable closet essentials.
The sheer texture, fineness and glossiness of the fabric has fascinated many creative minds of the
fashion industry. Eminent designer like Rahul Mishra and Sanjay Garg have added a stylish twist to
this fabric with their creations. Now, one can find contemporary designs like dresses, jackets, shrugs
and trench coats woven in this handloom fabric with traditional motifs.
 tHE
fOUNDER
John Bissel started FabIndia in 1960 in New Delhi as a company that worked with
various weavers across the country and developed fabrics that were sold to retail
stores in western markets. For almost 30 years they kept growing at a steady pace
adding both the suppliers and customers to their kitty. They started their first store
in 1975 on an experimental basis which was a big hit, but the focus of the business
still remained exports and that is where the maximum revenue came from.
Fabindia is India’s largest private platform for products
that are made from traditional techniques, skills and
hand-based processes.

Fabindia links over 55,000 craft based rural producers

to modern urban markets, thereby creating a base for

skilled, sustainable rural employment, and preserving In-

dia’s traditional handicrafts in the process. Fabindia was founded with the strong belief that there was a need for a vehicle for
marketing the vast and diverse craft traditions of India and thereby help fulfil the
Fabindia’s products are natural, craft based, contempo- need to provide and sustain employment. It blend indigenous craft techniques with
rary, and affordable.
contemporary designs to bring aesthetic and affordable products to today’s consum-
ers.

It’s endeavour is to provide customers with hand crafted products which help support
and encourage good craftsmanship.
The products are sourced from all over India. Fabindia works closely with artisans
by providing various inputs including design, quality control, access to raw materials
and production coordination. The vision continues to be to maximize the handmade
element in our products, whether it is handwoven textiles, hand block printing, hand
embroidery or handcrafting home products.

aIM
pROP iDERATON fOR
tHE bRAND : febindia
The concpet here being that the concept of beginning is very easy to understand
but hard to actually begin. To start something there is needed a time where a per-
son begins but here the beginning is something I am talking as something that can
be some other part, it is still the beginning but not from the start but rather form
somewhere we actually want to start, beginning is the first process and all the other
processes follow soon after when the beginnig is made with something fun and then
the drive of completion takes the driving wheel. Want to make a bridge. you don’t
need to begin form the beginnig or form the end, you can start form the middle if
you want, yes there is a concept which uses #process but sometimes it is dull and
boring and insuitable to some who like taking a differnet road mannier times in life.
They also deserve to do, right, complete, win over their thoughts of being the one to
take a differnet road every time, just out of curiosity, for the sake of it. its going to
be unknown but interesting, amusing, yet safety is always important, concentration,
focus, understanding and perseverence.

Every project that is started when found interesting in the beginning reaches com-
pletion, how you ask? As the most interesting part covers the heart of any project,
and that too is different for anyone. Starting is not about starting, but about doing.
Beginning with what you can begin with. You can always finish the job.
Here there are two painters, one begins form the painting process and then goes the
other way around and the other with sketching. which is fine because what is being
made here is yours, by only changing the chronology you can change habits, methe-
ods and yourself.

Material required here are :

Wooden Easels, Febindia made kurtas for the painters. two artworks made by
me,bridge made of cheap leather, the surrounding mountains are also made of cheap
lather making use of leather craft industries, the water part is made of blue chanderi
craft method for its glossy, light weighted and see thorugh design, cardboards for
structure, and plaster of paris. Two manniquins.
Thank you