Brandix, Q&E take on Sri Lankan Textile Identity
Having completed a three-calendar cycle that explored Sri Lankans'
relationship with water - "Water in Vessels," "Water in Reflection" and
"Water in Life" - Brandix and Q&E embarked on an ambitious new
investigation for the 2013 edition of the Brandix calendar.
Like the 'Water' trilogy of calendars, the latest edition, entitled
"Fashioning Sri Lankan Identity," also examines Sri Lankan culture, this
time through the lens of changing Sri Lankan fashions. All photographs
were taken by Luxman Nadarajah, one of Sri Lanka's most celebrated
lensmen, who continues his collaboration with Q&E and Brandix to
stunning effects here.
The creative team at Q&E that was responsible for the
conceptualization and production of the calendar, conducted extensive
research, combing through archival material and interviewing experts in
order to bring the history of Sri Lankan fashion to life.
Led by Senior Art Director, Nishantha Gammudhuwatte, the team was
supplemented by set and costume designers, tailors and a platoon of
other specialists. Speaking about the work that culminated in the 2013
Brandix calendar, Nishantha noted that "everyone involved was passionate
about getting the details right, whether it was procuring a Turkish fez
or making sure that a jug was properly weathered."
The result, a lavishly produced calendar cum photographic essay,
covers the rich diversity of dress in Sri Lanka, from the pre-Vijayan
era to colonial times, untangling some of the threads that connected our
past to our present.
Proceeding on the premise that the clothes we wear are an indicator
of social, economic, religious and ethnic identity, the twelve leaves of
the calendar document the ways in which Tamil, Muslim, Sinhalese and
Burgher costumes have adapted to changing times. For example, the
Muhandiram's attire reflected the influence of both the colonizer and
the colonized, comprising a black Western-inspired jacket and a native
sarong.
"Fashioning Sri Lankan Identity," argues that these adaptations could
be seen as innovations which served the interests of the wearer and
others. Ultimately, it posts the idea that "the history of Sri Lankan
costumes, is a history of innovation, one that speaks volumes about our
continuing, ever-evolving quest for comfort, protection and status.."
Through its advances in garment technology, Brandix is heir to this
Sri Lankan heritage of innovation, adapting its products to suit the
needs of customers from around the world.
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