Bandhani meets Nike in a first-of-its-kind collaboration with Indian brand
'Nike and NorBlack NorWhite applied the look of bandhani, a traditional Indian tie-dye technique, to sport-forward silhouettes designed to move with women throughout their everyday lives whether they're in the gym, on the move or unwinding in style,' Nike said in a statement.The collection comprises four shoes, a hoodie, a tank top, a cropped T-shirt, two bralettes, a pair of shorts, and tights.'15 years ago when NBNW was born, we couldn't imagine bringing our love for bandhani (tie-dye) into the sports arena but here we are and it's feeling too beautiful,' Kapadiya and Kumar of NorBlack NorWhite said in an Instagram post.Shot in Jaipur, the campaign featured several Indian athletes including Anshu Malik, sprinter Priya Mohan and cricketers Jemimah Rodrigues and Shafali Verma.
Indian athletes feature in Nike X NorBlack NorWhite collection campaign.
advertisement'What really hits different from other campaigns is that this collaboration is designed right here in India by a local collective that gets our vibe,' says Jemimah.'Wearing Nike that's laced with Indian culture is a flex. It's bold, rooted and ours. As a woman in a sport that's often seen through a male lens, being part of a campaign like this is my way of saying, 'We're not just showing up, we're here to take over, win big and look fab while doing it.''The Nike-led collaboration marks a significant moment in global fashion, particularly when we are increasingly witnessing cultural appropriation and the lack of recognition for South Asian roots in many international fashion trends. The good old dupatta is being called a Scandinavian scarf, Gucci called Alia Bhatt's specially designed saree-inspired outfit a 'gown'.Fashion brands like H&M and Reformation, among others, are selling kurta sets and calling them 'top', with no acknowledgment of the origins of the silhouette.
A kurta is a long strappy top on H&M's website.
As for Nike, it has a strong presence in India with over 80 stores across the country.Must Watch
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