Pehchaan - Chintz of the Coromandel Coast

For two centuries Chintz of the Coromandel Coast was a fashion revolution in Europe. It was such a rage some ‘en vogue’ women of France were jailed for flouting the tariffed fabric. So it is a heart-breaking to see that today hardly anyone today knows of Machlipatnam, the little town at the epicenter of this fashion revolution. WATCH our second craft film from the “Pehchaan” series to learn about the legacy of this special craft and its place in history. Discover our contemporary Kalamkari craft textiles from Machlipatnam on our #WebBoutique: bit.ly/KalamkariCollection THE PECHAAN FILM SERIES Sustainable Luxury is about discernment and responsible choices. A connoisseur has knowledge and an understanding of the process and pedigree of a product. The word itself comes from the French connaitre meaning ‘to be acquainted with’ or ‘to know something.’ Patrons of the arts and crafts have a deep understanding of that medium, and in India this is known as having pehchaan which roughly translates as identity, insight or discernment. The Mughals epitomised this pehchaan. They could discern the subtle difference between an indifferently made product from one that was made with care and understanding. Through our posts on Sustainable Luxury, our endeavour is to offer insights into various handicraft traditions and discuss what distinguishes them and makes them unique and thus valuable. WATCH the first film in this series to learn about our very special handblock printed quilts from Jaipur: bit.ly/QuiltsGoneViral A Good Earth Film A Storyloom Films Production #GEfilm #Pehchaan #Kalamkari #MakeInIndia #SustainableLuxury