SUBSTANCE, SUSTENANCE, STYLE
Anirudh and Ishanee, new age designers from Delhi, collaborated with Bherulal Chhipa, a master-craftsman and his sons from Akola, a village in Rajasthan, and together they mindfully designed an exclusive collection in natural colours using the heritage handicraft of India, Dabu. Their label Poochki attracts the young, affluent fashion conscious who are looking for modern styles. Maithili Ahluwalia of Bungalow Eight who travels across the world for inspiration, immediately bought a pair of pants made by them at the recent Lakme Fashion Week. She was touched by the story of their collaboration and impressed with the high-fashion style of the eco-garment.
FASHIONABLY RESPONSIBLE
While sustainability can be all about being conscious and ethical, it doesn’t mean one needs to sacrifice style for the sake of morality. Stella McCartney, an established luxury designer label from the UK, makes all its bags, shoes and jackets without any animal skins or fur and sells at over 900 stores across the world. The brand’s philosophy to be environment-friendly has created a revolution in the luxury market. Research by McKinsey on fashion says that today’s millennial consumer wants to make meaningful choices and feel connected than ever before. Fashion that is genuinely handmade, conscious of its impact on air, water and land and empowering people who are involved in the making of it, seems like an extension of a meaningful healthy lifestyle.
Aligned to this trend, a full new generation of designers and brands in India has embraced this concept and is creating sustainable fashion for a discerning consumer. Imagine on your next European holiday, you could be wearing a luxury Merino wool jacket hand-woven by artisans at Bhuttico weaver’s cooperative in Kullu, Himachal. Bhuttico has been giving a life of dignity to the local artisan communities and keeping alive the culture of Kullu hand-weaving for over 70 years while innovating with luxury materials. On the other side, a modern Indian woman who wants to be conscious of her culture and tradition may choose a fine Anavila linen and zari sari that is limited edition and made by artisan families in Bengal. Anavila’s commitment to work only with handloom and artisan groups for the last eight years has created pieces with substance and style.
CONSCIOUS LUXURY
People are starting to think about the values and ideas an outfit can represent for the planet and its people. Which is why an Injiri dress is happily bought for $400 at Journal Standard Tokyo or Merci Paris by the well-heeled while it gives regular income to cotton hand-weaving artisans in Kutch, Gujarat. Injiri sells at over 300 stores across the world and attracts luxury shoppers from thr US, Europe and Japan for
Fashion is evolving to become more conscious of its carbon footprint and the magic of genuine handmade
its authentic textiles from India. Chinar Farooqui, the designer behind the label, develops designs along with her artisans and doesn’t believe in creating clothes with fabrics imported from the West. Another label called Rouka from Kochi is making one of a kind resort-wear styles that are hand dyed in Shibori with differently abled artisans in Kerala. The Aranya Natural project in Munnar makes beautiful hand-dyed textiles for the difficult-to-please Japanese luxury buyer. When Sreejith of Rouka discovered Aranya, he wanted to create clothes that a modern buyer could connect with. Sustainability can be beautifully integrated while being who you are and sustainable fashion can be about making bold choices as you are no longer shy of proclaiming your love for the environment.
True luxury is often about re-connecting with our soul to reflect on choices we can make that can leave happy or negative imprints in the world. Fashion that is sold on logo, style or glamour may seem incomplete to the consumer today. The fashion industry is evolving to become a fashion conscience industry that has a low carbon footprint while respecting the magical impact of the human skills.