Bollywood actor Sonam Kapoor has drawn national attention to an emerging fashion movement from Manipur’s hill districts after appearing in AKHA, a piece from the newly launched ‘Patrons’ collection of EAST, a young brand working to revive the traditional loin loom weaving of Ukhrul.
Founded two years ago by Easternlight Zimik, EAST aims to restore indigenous weaving practices, generate employment for artisans in remote areas, and position North East India’s wraparound garments—such as the Kashan, Mekhala and Puan—within the broader national fashion landscape.
Manipur: Easternlight Zimik Showcases ‘Made in Ukhrul’ at Seoul
Zimik described Sonam Kapoor’s endorsement as a long-awaited breakthrough for the region’s craft and culture. While stressing that the community does not seek celebrity validation, he noted that mainstream visibility remains critical in a country as diverse as India.
Sonam Kapoor’s appearance, facilitated by producer Rhea Kapoor and stylist Manisha Malwani, has been welcomed by EAST’s weavers as an affirmation of their artistry.
Calling the moment “the beginning of a movement,” the founder credited the brand’s artisans and supporters for helping bring the region’s textile heritage to national prominence.