Fashion takes a green turn

Youngsters and fashionistas in the city are swept by the ongoing green wave of eco fashion, which not only is the new cool but also gives a boost to Indian handicrafts. Luxury eco is the buzzword as bamboo, organic fabrics and handlooms are now gaining popularity.

But eco fashion is more than a passing trend according to fashion designer, Anita Dongre, who is one of the foremost crusaders of eco fashion. She says, “I think this is just the beginning of eco fashion in India. It’s great to see that youngsters today are so receptive to eco fashion. I’m really excited about the way in which the women in Chennai have welcomed both my brands. The woman here is modern in her own way, since she is ready to experiment and that’s wonderful!”

Fashion designer Richa Kapoor, who loves to experiment with sustainable fashion says, “Natural dyes, block prints and sustainable fabrics have created a revolution. While most others may pass it off as yet another fad, the eco-conscious lot is the true connoisseur of this fashion in the city. It’s almost like a ‘go-back-to-your-roots’ movement as many designers globally are now working with the looms, encouraging Indian karigars. People here are increasingly opting for block prints, hand-printed silks, jute, linen and khadi.”

There’s a trend of hip fashion companies today who are basing their business with sustainable fashion and supporting crafts people. And city youngsters are ardent followers of these brands. Shweta Patwari, a 23-year-old retailer says, “Almost all high profile brands have jumped on to the eco bandwagon. And it’s no longer unglamorous as organic fashion now comes with style and definitely has many takers.”