Brandix, Q&E preserve traditional textile arts
Having completed an acclaimed trilogy of calendars that explored the
role of water in Sri Lankan antiquity, culture, and everyday life,
Brandix and Q&E set about unravelling the rich tapestry of textile
techniques and traditions for the 2012 edition of the Brandix calendar.
Entitled “The Difference is Passion”, this latest chronological
chronicle celebrates the sublime skill and bolts of brilliance that have
revolutionized the worlds of fabric and fashion.
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One of the pages of the calender |
Spanning the centuries between the discovery of the cotton plant and
the invention of the industrial sewing machine, the calendar pays
special attention to the ways in which Sri Lankan artisans have made
their mark on textile history. For example, one page details the drama
that surrounds Kuveni and her spinning wheel while another recalls a
bygone era when the staccato stutter of a handloom rang through every
Sri Lankan village.
Although Sri Lanka is renowned as one of the textile hubs of the
modern world, many are unaware of its heritage of garment craftsmanship.
Like the 2009, 2010, and 2011 Brandix calendars conceptualized and
created by Q&E, the 2012 edition was heavily researched to ensure that
it would be an edifying presence in the lives of its recipients. One can
thus learn about the quality control exercised by a Dumbara Rata weaver
and read about the Sri Lankan chaya root, prized by dye masters for its
deep scarlet hues, amongst many other informative entries.
Weaving together Laxman Nadarajah’s exquisite photographs with Q&E
Senior Art Director Nishantha Gammuduwatte’s masterful layouts, the 2012
Brandix calendar is also a triumph of style and beauty. Noting that the
calendar is an ode to the passion that drives all innovation, Q&E CEO
Ms. Dilrukshi Wijeyekoon drew a parallel to the insight-based approach
practised by the communications specialist, saying that “our creative
process is rooted in research but is always ignited by our diverse
inspirations.”
The strategic partnership between Brandix - Sri Lanka’s leading
apparel solutions company, and Q&E - it’s marcom partner, has always
leveraged the required expertise to reach specific communication goals,
in line with Q&E’s commitment to create “work that works”.
During the briefing for the 2012 calendar, the apparel giant set out
a number of objectives: from reminding its Associates that they are part
of a centuries-old tradition of Sri Lankan textile excellence, to
dazzling its various stakeholders with a vivid examination of garment
artistry. These objectives ensured the impact made by its calendar was
maximized.
Those who have received the 2012 Brandix calendar will now be able to
tease apart the strands of this colourful narrative over the course of
the coming year. |