Traditional techniques and styles like Ikat, Chanderi or Khadi have been brought up to date by the big names in Indian fashion like Wendell Rodricks. He says that wearing a heirloom or a revivalist garment attracts people who "gravitate to the fabric and ask: 'This is so unusual. What is it about and where did you get it?'"
Ritu Kumar's creativity revolves around reviving Indian crafts. From block prints to bandhani, kalamkaari and kasauti to chikankari and zardozi, the designer generously infuses them in her collections :"I usually keep the original aesthetics in mind while modernising the process," Ritu Kumar said, adding that it would be wrong to term the fabrics "old" as "they are classics and can be contemporised very easily".