Artist Profiles

Kavita Parmar

// Creative Director

KAVITA PARMAR is Creative Director and Founder of The IOU Project, based in Madrid, Spain. The IOU Project uses technology to create mass market potential for an easy-to-wear line of clothing based on the idea that each piece is handmade and completely unique. The brand values are: authenticity, transparency, uniqueness, both social and environmental responsibility. Kavita is an award-winning speaker who travels extensively around the world sharing her passion for art, creativity, and fashion. The IOU Project was Winner of the 2012 Luxury Briefing Award for Innovation of the Year in London, and Winner of 2012 SOURCE Awards by Ethical Fashion Forum London, among many other awards.

Website: www.theiouproject.com
Photo: Kavita Parmar

Interview:

Art and Music for me have always been the most instinctive form for understanding the world we live in. Throughout my life in moments of happiness and sadness, the one thing that works without any doubt as the perfect balm or the glorious enhancer, is art and music.

No translation is required and each one experiences it in the most personal way and yet connects with others who are going through the same process with them at that moment. It makes us remove our barriers much easier than any well presented argument or debate. So without doubt art and music can enhance the instinctive capacity we all have as humans to love and forgive.

One of most important values that art and music communicate is the joy of creation even through mourning or loss. It is a therapeutic process for the creator. Also to capture the pain or distress and turn it into an expression of beauty that moves the souls of those who have not felt it first hand, shows how art is a great tool for empathy.

The creative process has taught me humility and love. Humility, to accept and understand how frustrating and difficult it can be at times even after years of experience. Love, as it intensifies my relationship with what I do. The creative process is full of failures, and success is but a happy accident that one never truly understands. So if one does not truly love what they do, they would give up, and not blindly insist even when they are unsure of the outcome. The creative process has made me grateful to be able to be so passionate about something that just the act of doing it makes me happy. It has without a doubt enhanced my ability to be empathetic to the people and the condition of the world around me. It has fired me to be idealistic enough to believe that I can help create a solution to make things better.

“The creative process has taught me humility and love.”
– Kavita Parmar, Creative Director

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