SLOW FASHION CATCHING UP FAST

The fact that climate change and environmental degradation are a reality we see around us has made everyone including the fashion world sit up and rethink.

In an interview to The Hindustan Times, Sunil Sethi, President FDCI, said “There is a substantial talk around sustainability and slow fashion. We on our part are also promoting it and helping people to buy more responsibly. We are doing our bit to promote slow fashion.”

And one sees the slow but steady steps towards sustainability in Indian Fashion as well. So, renting designer clothes, repurposing, repairing is soon becoming the norm rather than an exception.

In fact, the countdown started a few years back. Sample this, six years back, Lakme Fashion Week 2017, dedicated one complete day to upcycling and sustainability. The “Reincarnations Show” as the name suggests showcased recycled fashion.

The build had been happening for the past few years but Covid only helped this trend become more acceptable. The need to reassess one’s lifestyle choices, relooking at what one needs, being responsible towards the society and environment have definitely caught on.

What’s more with celebrities also endorsing sustainable fashion, the acceptability has definitely increased. You have actor Jim Sarbh advertising for a sustainable footwear brand, Sara Ali Khan confessing on a popular Tv show to renting clothes.

In fact, Alia Bhatt, Deepika Padukone, Kareena Kapoor Khan, Anushka Sharma, Genelia Deshmukh and Gauri Khan have also been spotted repeating clothes. Why even Isha Ambani and Shloka Mehta have repeated their lehengas at family weddings.

Brands and designers, are also doing their bit to add to the sustainability trend.

Take for example, an Indian company with global presence in diversified businesses which launched a fluid feel fabric. Made from natural fibres produced from wood pulp that is generated from trees grown specifically for this purpose, the fabric consumer about three -four times less water and is a better option to cotton which is very water intensive.

Today the fabric is used by a number of popular brands to make a whole range of their garments from Indian to western and Indo western. The flow and feel of the material make it extremely popular amongst manufacturers as well as consumers.

If we look at pet bottles, they aren’t only waste anymore. Denims, shoes, textile, sports jerseys, outdoor jackets, shirts, trousers, why even bikinis are now being made from these.

There are designers who are doing some very interesting work in sustainability.

There is a designer who has zero waste policy, one who use scraps and rags, one who uses paper and several others doing their bits by recycling, refurbishing and repurposing. Why even some international designers are doing it.

In fact, another significant trend is the growing love for natural fibres. First, we began with linen shirts and trousers now there are linen kurtas and saris.

Another textile gaining ground is hemp. The fabric is not just great to wear but not a burden on the eco system, thanks to the plant not being water intensive.

Way to go, we say!

“WE ON OUR PART ARE HELPING PEOPLE TO BUY MORE RESPONSIBLY.WE ARE DOING OUR BIT TO PROMOTE SLOW FASHION” SAID SUNIL SETHI, PRESIDENT FDCI