Marking a Breakthrough for Manipur’s Homegrown Weaving Community.
Ukhrul, Manipur: In a milestone moment for North East India’s indigenous textile heritage and Easternlight Zimik in particular, Bollywood actor Sonam Kapoor was recently seen wearing a creation from EAST’s newly launched ‘Patrons’ collection—AKHA, bringing national attention to the traditional loin loom weaving craft of Manipur’s Ukhrul district.
EAST’s founder announced the development with deep gratitude, acknowledging Kapoor, producer Rhea Kapoor, and stylist Manisha Malwani for helping spotlight the brand’s work. According to the founder, the moment “felt like something I always manifested—a breakthrough for our district, our craft, and our culture.”
Founded two years ago amid considerable challenges, EAST was established with a clear mission to revive the traditional loin loom weave, to celebrate and sustain the extraordinary skills of local weavers, to generate employment in remote hill districts, and to elevate North East India’s traditional attire in the national fashion space.
The brand focuses on promoting garments such as the Kashan, Mekhala, Puan, and other wraparound textiles, with hopes of seeing them embraced nationally in the same way the saree is celebrated across India.
While emphasizing that the community never sought celebrity validation, the founder noted that mainstream visibility often plays a crucial role in deepening cultural understanding.
“In a country as beautifully diverse as India, advocates in the mainstream become crucial—not for permission, but for visibility,” the founder stated, adding that Sonam Kapoor’s influence helps amplify voices and craftsmanship that are often overlooked in national conversations about fashion.
Kapoor’s appearance in EAST’s AKHA ensemble has been hailed not merely as a fashion moment, but as a cultural milestone. For EAST’s weavers, many of whom work in remote areas with limited exposure, this national spotlight is seen as a significant acknowledgement of their artistry.
Easternlight Zimik offered special thanks to virtual stylist Manisha Malwani, describing her as a key supporter who helped bring the moment to life. Gratitude was also extended to the brand’s team of weavers, who were credited for the year’s major achievements.
“This is more than a moment; it’s the beginning of a movement,” the statement concluded. “Thank God for everything.”
