For many decades, 69-year-old master weaver Sakthivel has dedicated his life to the rhythmic clatter of his handloom in Periyamolapalayam, near Bhavani. Alongside his sister and brother, he has poured 54 years into creating the renowned Bhavani jamakkalams—vibrant, traditional rugs that embody a centuries-old craft. This quiet perseverance continued even as the number of local weavers steadily declined, a testament to his unwavering commitment.
On September 21, 2025, Sakthivel’s dedication received an extraordinary global tribute. The exquisite jamakkalam took center stage at London Fashion Week, where dancer Vanmathi Jagan’s graceful performance with the handwoven rug captivated the audience, earning widespread applause.
Yet, the most poignant moment unfolded when Dubai-based designer Vino Supraja walked the runway alongside Mr. Sakthivel himself, who proudly carried a model of a traditional spinning wheel (raattai). “It brought the colors and textures of Erode district’s weaving tradition to an international audience,” shared Mr. Sakthivel, his voice resonating with pride. This marked a historic occasion: a heritage weaver sharing the spotlight with a designer on such a prestigious global platform.
“People often say the jamakkalam is famous worldwide, but that recognition rarely reaches the hands of the weavers who create it. That day, it finally did. This moment wasn’t just for me; it was for every weaver,” he expressed.
Originating from Vandavasi in Tiruvannamalai district, Vino Supraja had previously explored Bhavani’s rich weaving heritage. When approached by the London Fashion Week organizers, her thoughts instinctively turned to her homeland. “I had already been collaborating with jamakkalam weavers for over a year, developing premium handbags. The research and development was well underway. But I was also acutely aware of the reality: the jamakkalam is used less frequently today, demand is falling, and the weavers are facing significant struggles,” she explained.
This realization ignited an inspiring idea. “I wanted to present this incredible textile, with its powerful visual identity, to the world,” Ms. Vino stated. Her decision transcended mere fashion; it was a profound act of acknowledgment. “The first image that came to my mind was walking with the weaver on the ramp, to take our bow together. Those who dedicate their lives to keeping these crafts alive for generations truly deserve to be celebrated. For me to claim all the credit would be entirely unjust.”
Among Bhavani’s many talented artisans, Mr. Sakthivel was chosen to embody this tribute. “He is the driving force behind all the Bhavani products we offer,” Ms. Vino remarked. “This initiative isn’t about one person; it’s about honoring the entire community. He represents their collective spirit, the very soul of Bhavani.”
On the vibrant London catwalk, Mr. Sakthivel’s dignified presence resonated deeply. Dressed in traditional attire and carrying the symbolic spinning wheel, he received a heartfelt standing ovation. Inspired by his unparalleled skill and the distinctive bold, geometric patterns of the jamakkalam, Ms. Vino crafted a luxurious collection of handbags and accessories under her line, ‘WEAVE: A Bhavani Tribute.’ This collection beautifully demonstrated that tradition and modernity can indeed flourish together on the same stage.
However, back in Bhavani, the art of weaving continues to face considerable challenges. “The work is demanding, and the wages remain low,” Mr. Sakthivel lamented. “Better earnings would enable families to sustain this vital craft.” He passionately urged governments to safeguard this ancient tradition and expressed hope that educational institutions would introduce heritage weaving to future generations, ensuring its legacy endures.