Sustainability has become a deciding measures for most new brands. It is no longer enough to produce an aesthetically pleasing product unless it attempts to cover up for the carbon footprint it caused. The fashion industry is not only responsible for adding to the rising pollution levels on the planet, but is also infamous for negatively impacting labour communities. However, the narrative is about to undergo a change, with advocates of clean fashion coming into play in full force.
Fashion Revolution Week hosted by Fashion Revolution India is currently underway. As a part of the activities taking place this week, the #WhoMadeYourClothes campaign took over Instagram. The idea was to post a selfie tagging the brand you are wearing and asking the origins of your clothing.
Deivee, the sustainable womenswear label by Milind Soman was amongst those who joined the movement by starting a Fairtrade line. Farhan Akhtar’s MARD concert sourced T-shirts from Soul Space—a Fairtrade certified brand that manufactures out of Rajalakshmi Mills Kolkata and sources its cotton from Chetna Organic farmers as a part of the week. Vidyashilp Academy in Bengaluru, a Fairtrade Pilot School, will also be committing to their students sourcing their uniforms from Fairtrade-certified supply chains—a step closer to becoming India’s first Fairtrade School.
IMG Reliance along with British Council will be hosting a talk at at Istituto Marangoni in Mumbai. Designers Aratrik Dev Varman and Bethany Williams will be talking about the Crafting Futures programme that highlights female textile artisans from Tripura. Looks like we’re getting one step closer to ethical consumption and responsible sartorial choices.
The Fashion Revolution Week is currently underway, from April 22-April 28
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