Naturally Draping
Ludhiana-based fashion designer Seerat Virdi, the only Indian to represent the country in the world’s largest sustainable fashion design competition Redress Design Award held in Hong Kong recently, pioneers eco-fashion.
IN THE BUSTLING grey town of Ludhiana, Seerat Virdi is trying create a revolution at her workshop. There is no noise. Even if there were, it would be eclipsed by the sound of huge machines that have become synonymous with this industrial city in the heart of Punjab.
Fashion designer Seerat Virdi, 27, had never dreamt that despite all big names dominating the cover pages of major fashion magazines, she would be the only designer from India to be selected for the Redress Design Award – 2018, the world’s largest sustainable fashion design competition where finalists from 11 countries presented their creations from waste textiles in Hong Kong in September this year.
A fashion design graduate from Pearl Academy, New Delhi (2013), Virdi recalls how the journey began. “Even as a child, I loved to design. I remember making clothes for my favourite animation character toys. I guess the entire exercise gave me a chance to look at the world the way I wanted to see it, and maybe the latter part is what still drives me,” she says.
The young woman admits that getting into sustainable fashion was not a sudden but gradual move. “Frankly, I didn’t know a lot of things that I do now. The fact that fashion is the second largest polluter in the world was quite shocking. That is what made me dive deep into researching the subject. After truly learning the impact the fashion industry has on the eco system, I had an epiphany about the immense responsibility and influence a designer has. And that is when I decided to contribute to the cause of sustainable fashion,” she says.
To make her collection for the competition in Hong Kong, Virdi sourced leftover fabrics and threads discarded by boutiques and created eco-friendly designs by employing techniques including zero waste pattern cutting and upcycling.
“What I find so fascinating about fashion is the fact that it immediately gives you a glimpse into a person’s soul by just looking at what he/she has draped over the skin.” Seerat Virdi, fashion designer
“The entire exercise made me see my craft afresh. It was challenging, but the satisfaction I derived was unparalled.”
Now all set to metamorphose her brand Miesu into a completely sustainable clothing label, Virdi says it is not going to be an easy task. “I understand that everything will have to be changed and micro managed for quite some time, but I am prepared for all the hard work. I am convinced that it is a step in the right direction,” she says.
Talk to her about how her regular clients are responding to her decision, and she says, “My fingers are crossed. I am focusing on presenting a collection that gets people excited.”
She is now busy developing her website, which is a “true reflection of her design philosophy.” Virdi says that she wants to stand out by being exclusive and not making more than 10-20 pieces in the same style.
“As far as other future plans go, I just want to travel, meet exciting people and learn new things. In short, completely open myself to new and exciting opportunities,” she says.