Bhavani jamakkalam receives red carpet welcome at London Fashion Week

For decades, 69-year-old master weaver Sakthivel has sat at his humble handloom in Periyamolapalayam, near Bhavani, weaving threads of various vibrant hues into the traditional and famous Bhavani jamakkalams. Alongside his sister and brother, he has devoted 54 years to the loom, preserving a centuries-old craft even as the number of weavers in the region steadily dwindled.

On September 21, 2025, that quiet perseverance found global recognition. The jamakkalam took centre stage at London Fashion Week, when dancer Vanmathi Jagan performed gracefully with the handwoven rug, drawing applause from the audience.

But the most moving moment came when Dubai-based designer Vino Supraja walked the ramp with Mr. Sakthivel, who carried a model of a spinning wheel (raattai). “It brought the colours and textures of Erode district’s weaving tradition to an international audience,” said Mr. Sakthivel, his voice brimming with pride. For the first time, a heritage weaver shared the spotlight with a designer on a global stage.

“People say the jamakkalam is famous worldwide, but the recognition never reaches the weavers. That day, it did. It was not just for me, it was for all weavers,” he told The Hindu.

Hailing from Vandavasi in Tiruvannamalai district, Ms. Vino had visited Bhavani years ago to explore its weaving craft. When the organisers of London Fashion Week approached her, her thoughts immediately turned homeward. “I had already been working with jamakkalam weavers for over a year, developing premium handbags. The research and development had been going on for some time. But I also knew the reality — jamakkalam is no longer used as much, and demand is falling. The weavers are struggling,” she said.

This sparked an idea. “I wanted to show the world this amazing textile which has a strong visual identity,” Ms. Vino said. The decision was not merely about fashion, it was about acknowledgment. “The first image that came to my mind was walking with the weaver on the ramp, to take the bow together,” she said, adding that: “People who keep these crafts alive for generations should be celebrated. Me taking all the credit would be unfair.”

Among Bhavani’s many weavers, Mr. Sakthivel became the face of this tribute. “He is the one behind all the Bhavani products we sell,” Ms. Vino said. “This is not about one individual, but honouring the entire community. He represents them all, the soul of Bhavani,” she added.

On the London catwalk, Mr. Sakthivel’s presence was noted. Dressed in traditional attire and carrying the spinning wheel model, he walked the ramp to a standing ovation. Fascinated by his skill and the bold, geometric patterns, Ms. Vino created luxury handbags and accessories from jamakkalam for her collection ‘WEAVE: A Bhavani Tribute’, proving that tradition and modernity can share the same stage.

Back in Bhavani, however, weaving faces challenges. “It is hard work, but wages are low,” Mr. Sakthivel said. “Better earnings would help families continue this craft,” he added. He urged the governments to protect the tradition and hoped schools and colleges would introduce heritage weaving to future generations.