Being ethical is about helping the community that has given you so much — ayah tabari

reflects the culture’s best.

“I make sure that every collection is created within the country itself,” explains Ayah. “In that way, I know I am providing the men and women with fair employment and decent wages. So the Indian collection is made within India, and the African collection is made with the help of a local community in Africa. It is such a wonderful experience each time because you meet these people who are so talented and see how they grow and how their lifestyles change.”

For Ayah, mixing consciousness with fashion came naturally — to a point where the Palestinian designer says she could not fathom the fashion aspect without thinking about how to be ethical as well.

“I’ve always wanted to help other people,” she says. “Andi’ve always wanted to get into fashion. Tobeable to combine the things you love is amazing. I think we live in tough times and giving back is now more important than ever. And, honestly, it just makes you feel good too.”

There’s no doubt that sustainable fashion is now very much en vogue and trendier than ever. And with more celebrities donning their metaphorically green outfits, it looks like this is a trend that’s only going to get bigger in the years to come. The movers and shakers of the fashion industry need to realise that it’s time to either go green — or go home.

janice@ khaleejtimes. com