Empowering Artisans, Elevating Heritage

COLOMBO, SRI LANKA — In a major milestone for Sri Lanka’s sustainable fashion and craft tourism sectors, Prathibha Sambodhi Liyanaarachchi, Miss World Sri Lanka, was officially received an endorsement by the Hon. Deputy Minister of Tourism, Prof. Ruwan Ranasinghe (Ministry of Foreign Affairs, Foreign Employment & Tourism).

The official meeting, coordinated by Director of Ceylon Meraki (Pvt) Ltd and Crafts.lk founder Buddhika Athauda, marks a significant endorsement of Prathibha’s global campaign and her flagship Beauty With A Purpose (BWAP) initiative, Hoop The Label.

A Visionary Alignment for Sustainable Tourism

During the discussion, Hon. Deputy Minister Prof. Ruwan Ranasinghe commended the initiative for bridging the gap between high-end fashion tourism and grassroots rural empowerment. The Ministry affirmed its support for integrating sustainable craft trails into Sri Lanka’s broader destination branding strategy, recognizing that authentic living heritage is one of the island’s most compelling attractions for global travelers.

Hoop The Label: Fashion Driven by Purpose

At the heart of Prathibha’s Miss World journey is Hoop The Label—a sustainable fashion initiative dedicated to revitalizing traditional Sri Lankan craftsmanship while creating meaningful economic opportunities for rural communities.

Key pillars of the project highlighted during the ministerial meeting include:

• 🌾 Rural Women’s Livelihood Empowerment: Providing sustainable income, global exposure, and fair trade opportunities to female artisans in regional craft clusters.

• 🏺 Preserving Living Heritage: Integrating traditional handloom, weaving, and artisanal techniques into contemporary, eco-conscious fashion designs.

• 🗺️ Driving Craft Tourism: Promoting sustainable tourism trails that connect international travelers directly with Sri Lanka’s artisan villages and cultural heritage.

• Destination Branding: Showcasing Sri Lanka not only as a scenic paradise, but as a hub of ethical craftsmanship, conscious fashion, and rich cultural stories.

Representing Sri Lanka on the Global Stage

As a multifaceted ambassador combining intellect, creative vision, and a deep dedication to social impact, Prathibha represents a modern era of Sri Lankan representation abroad. Having official government support reinforces that Hoop The Label is more than a pageant campaign, it is a long-term national effort toward sustainable development.

Here at Crafts.lk, we are proud to support this national journey as we continue our mission to uplift local craft communities, champion sustainable tourism, and showcase Sri Lanka’s vibrant living traditions to the world.

We extend our warmest wishes and full support to Prathibha Liyanaarachchi as she departs to represent Sri Lanka at Miss World. Let's bring the crown home!

To follow Prathibha’s journey and support her Beauty With A Purpose project, download the official Miss World App, vote for Sri Lanka, and follow her official updates on social media.

https://rtb.missworld.com/author/PrathibhaL@MissWorld

https://rtb.missworld.com/sri-lanka