There has always been this notion that sustainable fashion is not chic or meant to be high end fashion. But over the years, designers have embraced the trend to creating sustainable garments that is beautiful without harming the environment. Using raw materials that are sustainable, the fashion industry has seen a revolution. International brands like Stella McCartney, EDUN, Eileen Fisher and many others have already started doing their bit for nature. Designers from the city who have embraced this trend tell us more...
Tragedy sometimes brings out the best and worst in things and people. In the case of fashion, it will definitely have to be the best. Designer Neha Phull explains, “Fast fashion brands have caused a fashion fatigue. Sustainable fashion gained popularity in the recent years. After the Rana Plaza tragedy in Bangladesh is when the need to have brands that are sustainable arose. Although Indian handlooms have been popular in India and around the world, its only in the recent times, the younger generation have taken notice.”
Neha is part of a brand that is all for being sustainable. One generation that is very hard to please is the young adults and teens who actually know their stuff. Ask Designer Rituparna Sarangi if the young fashionistas have taken to such a trend, she says that they have seen a huge shift. “Avid fashion followers and fashionistas are looking to wear brands that are sustainable. They want to wear clothes that are made in India. Social media has helped people to find out if a brand is ethical or not and if they connect with it emotionally. Fashion influencers re-style a garment multiple time and in many ways to show the life of the garment,” adds Ritu who also feels that this trend is here to stay.
As part of Kaurwaki Designs, Ritu and her partners Neha and Jubin Mishra’s initiative Meet the Weavers brings fore the stories and aspirations of the handmade. Rituparna adds, “We started this initiative to bring our customers closer to the weavers and closer to the process. We wanted to find a way for them to emotionally connect with the pieces they buy, and that each piece has a story and someone’s soul behind it.”
In the extensive process of making an item of clothing, the weaver gets forgotten. Through this Meet the Weaver initiative, the gap can be bridged. Designer Jubin Mishra adds, “It’s a huge advantage to be in this business at a time like this when social media allows us to be transparent with our customers and followers.” But will this last in the long run? Jubin ensures that it will. “The point of sustainability is that it sustains. It is the need of the hour to be conscious of our choices as a business and as a consumer. It’s a way of living one’s life and it’s a choice that a lot of us are making now and it’s here to stay and grow even bigger,” he signs off.
