Photograph from Amar Ramesh’s Dying Art series
| Photo Credit: Special Arrangement
Who are you, what are you, where are you from? For designer Vivek Karunakaran, these questions go beyond identity. They are the foundation of Adayalam, meaning identity, his new cultural property. Set to debut at the Chettinad Heritage Festival this year, it is envisioned as a travelling showcase that threads together fashion, craft, art, music, and design.
“The whole idea of Adayalam stems from this deep-rooted feeling that it is so important for us to identify talent, support it, and then collaborate to create something more meaningful,” he says. The first edition will bring weavers, musicians, designers, and artists into one space, positioning the showcase as both a dialogue and a platform for exchange.
Vivek Karunakaran
| Photo Credit:
Special Arrangement
For Vivek, Adayalam is also the outcome of years spent navigating how the South of India is perceived within the fashion world. “I remember when I went to Lakme Fashion Week in 2007, how underrepresented I felt about the south of India,” he recalls. “From then on, something struck me — the unwavering spirit of trying to change that ideology, that we are not as invisible as you think we are, and there is so much more to give.”
The Chettinad Heritage Festival, with its focus on architecture, textiles and living traditions, became the natural setting for the debut of Adayalam. Among the highlights is a textile installation created with three weaving families from the region, each contributing saris that carry the memory of their looms and lineage. “Adayalam is not there to just promote who we already know,” Vivek says.
Photograph from Amar Ramesh’s Pillar series
| Photo Credit:
Special Arrangement
Beyond this, Vivek is clear about the kind of conversations Adayalam should spark. In a world where identity is often reduced to curated social media profiles, he wants the platform to go deeper.
Collaboration is central to the project. For the debut, Vivek has brought together artists, musicians, jewellers, and designers whose practices are rooted in cultural identity but open to reinterpretation. He admits that curating such a mix is a process that will evolve over time. “Right now, the spirit is to bring people together and make it happen, rather than to plan every detail. With the right collaborations, the impact can be far greater. That’s something I will learn and refine as Adayalam grows.”
That spirit also extends to music and photography. At Chettinad, Vivek will present a collaboration between Carnatic vocalist Sandeep Narayan and contemporary composer Bjorn Surrao, creating a performance that bridges classical tradition and modern soundscapes. There will also be a collaboration with photographer Amar Ramesh, who will be displaying fine art prints of his works on culture and identity. “We are reimagining the genres of what each of us do, but to create something that is very different and beautiful,” he says. It is the kind of convergence he hopes Adayalam will continue to foster across art forms, from food and textiles to design and performance.
Photograph from Amar Ramesh’s Mogappu series
| Photo Credit:
Special Arrangement
Even as the format will shift across cities, the intention is clear: to move beyond surface-level showcases and create real opportunities for communities. “At the end of the day, if this does not translate into a transaction, it is a worthless exercise,” Vivek says. “We want to tell beautiful stories, but also help these people build their businesses.”
As the showcase opens in Chettinad and prepares to travel beyond — Vivek says he hopes to evoke a sense of rootedness that makes people want to be part of the journey.
The 4th Chettinad Heritage & Cultural Festival is scheduled to take place from September 12 to 16.
Published – September 10, 2025 04:37 pm IST
