Consuming Comfort: Sartorial Praxis and Consumer Citizenship in Urban India
This project aims at locating comfort in discourses of sustainability and consumer citizenship through the study of clothing practices amongst the middle-classes in urban India. The project will shed light on the relationship between the broad directives of sustainability from institutions and actors’ negotiations of those directives in their everyday lives through the study of clothing practices – one of the most naturalized, routinized, and invisibilized aspects of our lives.
This multi-institutional collaboration between IIT Jodhpur, National Institute of Fashion Technology, Jodhpur and Jai Narain Vyas University Jodhpur is under the Jodhpur City Knowledge and Innovation Cluster (JCKIC). The project is intended to rejuvenate the craft practices of Jodhpur and its surrounding areas through the use of digital tools (digital archiving, AR and VR techniques), embedded ethnographic commitment and outreach.