Still from a Hindi film ‘Chashme Badoor’ (1981) featuring Deepti Naval who plays role of a Chamko detergent salesgirl.
Edited by Border & Fall
The human hand, technology and sustainability are key to garment design – as are the moods and moments associated with textiles. Shift elicits anecdotes from across India, speaking to how – and why – clothing will always remain more than what meets the eye. In the following interview, Designer Nimish Shah gets down to the brass tacks of garment care, speaking to Gurpreet Kohli and Neelam Solanki from the Unilever Technical Insights team. They take a closer look at the responsibilities between textile developers and detergent design; reveal the shift in consumer behaviour towards garment care and low environmental impact, and discuss possible digital interventions to decipher the undervalued and misunderstood ‘care label’:
