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The unravelling of Saree Twitter

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The unravelling of Saree Twitter

As the social media fad takes centrestage this week, we look at how the six-yard wonder has found a powerful voice in these times

Surya Sadashivan, a Delhi-based public policy professional, is happy draping a saree about two to three times a week. The 33-year-old says, "I love wearing a saree because it looks elegant and I feel comfortable in it." A sartorial symbol, the saree literally, a powerloom is part of every Indian woman's identity. In fact, women are now skipping traditional styles to flaunt modern drapes in ancient weaves.

K Radharaman, textile design expert and design head of Bengaluru-based House of Angadi, who conceptualised sarees worn by Deepika Padukone on her wedding, says, "The saree is not just a garment for those trying to make a statement of their national identity, but it's also a power dressing choice for today's woman. Wearing it reflects a refined sensibility."


Over the years, urban women are not just reserving the saree for events but also labelling it as a daily wear outfit. But the six yard has always been a norm and a tradition for those from rural parts of India. Designer Anavila Misra reiterates this thought, "In the villages, women have always draped a saree. It is only in the cities that this evolution has taken place. She goes on to mention that a lot has to do with women changing from being homemakers to breadwinners, Women are now part of every sphere of life. They have come out of the four walls and are, at times, better than men. Just as the way women's lives have evolved, so has the saree."

Talking about how this garment has changed over time, designer Sanjay Garg of Raw Mango says, "Evolution takes place at all levels, not just within fashion or sarees. I think, people have evolved in the sense of being more involved in preserving our culture and heritage."


In 2015, perfumer Ally Matthan and her friend Anju Maudgal Kadam started #100SareePact. One of the earliest social media narratives that brought the resurgence of sarees among young India, this movement allows women to document their six-yard story, and encourages them to wear it 100 times in a year, if not more. There's no doubt that social media has helped restructure how the world perceives this unstitched garment. In fact, it has educated women (and men) about a saree's various weaves and drapes. The latest hashtag to turn into a rage among Twitterati is #SareeTwitter. Though it was popularised over the last week, with everyone from celebrities to politicians and even diplomats succumbing to the trend, this hashtag has existed on social media sites from 2017. Talking about it, 40-year-old travel influencer and food consultant Ayandrali Dutta, whose wardrobe consists of more than 500 sarees, says, "Social media has always played a catalyst to many things, and the saree is just one of it. It is another way to help grab more eyeballs."

Advertising professional Aishwarya Pattabiraman (26) has always been in awe of the weave. Pattabiraman, who wore her first saree at 13, has participated in this Twitter fad, and says, "Any woman wearing a saree feels like they're on top of the world. I love how this conversation has helped people know the history of weaves."

#SareeTwitter and similar hashtags have not just helped India's youth become virtual influencers for the brand that 'saree' is, and educating them to appreciate weaves but has also helped boost the local economy. Mishra says, "Thanks to social media, many artisans are now on Instagram, and are showcasing their products and weaves." All in all, the saree has turned into a symbol of empowerment for the maker and the wearer alike.