It’s the antithesis of fast fashion and the superficial norm led by fashions influencers about not repeating clothes that tempt you to splurge your entire paycheck shopping on various occasions. However, there are times the expensive outfits don’t even see the daylight for more than a couple of times. The need to meet growing consumer demands by mass production execution has led to unfair wage practices and exploitation of local skilled people. Hence languished, the handloom sector was revived with a revolutionary and a fashion-conscious hashtag called #iwearhandloom tweeted by Textile Minister of India Mrs Smriti Irani. Emerging labels were encouraged to be accountable for the environmental and socio-economic impact of their creations. Backed by commercial names in the industry the noble beast of sustainable fashion penetrated into the mainstream circuit carving a niche for itself.
Amalgamation of sustainability with fashion is easier said than done. While familiarity and awareness play a key role in pulling the consumers in the handloom market, incorporating latest trends in upcycled garments, educating consumers on the ethical composition of fabrics, cultural influence of the craftsmanship would see greater impact in the long run. Gravitating towards the need of the hour, Pernia’s Pop-Up Shop features some of the premium fashion mavens pioneering the sustainable fashion revolution.
Ekaya:
Defining master craftsmanship at its finest and most authentic form, Ekaya’s mission is to reinterpret traditional weaves and motifs with a contemporary vision. Purely hand-crafted by local artisans, the creations include the jamdani, khadi, kadwa, meenakari, nilambari to name a few. Evolving Banarasi weavers from passive producers to active creators, Ekaya’s signature creations recreate the glory and grandeur of old world charm coupled with new age sensibilities. The brainchild of Ms Palak Shah, the label manifests women who are in touch with their culture curating ensembles which can be bequeathed to posterity.
Shift by Nimish Shah:
Another connoisseur spearheading the ethos of sustainability, Shift by Nimish Shah has carved a niche for itself for sustainable but oh-so-chic fashion. Believing that sustainability comes into focus at each stage of a garment’s life, Shift scrounges scrap fabrics to develop indigenous textiles, uses hand printing methods and engages closely with local skilled craftsmen to roll out an offbeat line of contemporary dresses. The edgy collection scores brownie points as a go-to variable in your wardrobe owing to its unparalleled comfort and style.
Ka-Sha:
Embracing sustainability by all means from designing to production and distribution techniques, Ka-Sha by Karishma Shahani aims at creating heirlooms for India to inherit and celebrate cultural aspects of India and artisanal craftsmanship in all its glory. With a penchant for natural dyeing techniques, the label specializes in urbane separates that makes for a perfect summer and work wear wardrobe-staples.
Bias by Mridu Mehra & Shruti Bhardwaj:
Recognized as an indie-eco-conscious label, Bias contributes to the sustainability cause by empowering local artisans belonging to an underprivileged community in New Delhi. Implementing zero waste management by refurbishing fabrics, the designers develop spontaneous & unconventional creations working the perfect blend of utilitarian and femininity. Muted tones, anti-fuss & fluid silhouettes and meticulous hand detailing makes for an uber-chic outfit to take you from a desk to dinner look seamlessly.
Another label resonating an ethical approach towards fashion, Urvashi Kaur endorses global designs with a hint of Indian sensibilities. Her edgy and structured signature pieces are customized in heritage hand-woven and organic textiles treated in natural dyes. Block printed separates, oversized leheria shrugs resemble her philosophy of tapping into age-old techniques to create a fresh and statement-making handloom sartorial for a distinct style quotient.
