Ecovero: Redefining sustainable fashion through Lakmé Fashion Week

Sustainable Fashion or Eco-fashion has been the buzzword around the past few years. Many designers and brands have been seen turning towards sustainable fashion by adopting sustainable yet innovative alternatives such as fibres made from fruit pulp, wood, etc. Many upcoming designers have been seen focusing solely on creating their collection using these special fibres.

Key platforms like the Lakmé Fashion Week have helped in bringing out the idea of sustainable fashion to life through its initiative of Sustainability Day. Many upcoming designer brands have been seen participating and making their presence by creating their collection through sustainable means and methods. Lenzing has been associating with designers over the past few years through this platform. With Ecovero – Lenzing’s sustainable viscose fibre, launching itself this season, it aims to bring about a change in creating sustainable fashion using this specific fibre.

Sustainable fashion has now gone beyond upcycling and recycling fabric. Over the past year, major brands such as AND, Global Desi, Espirit, Marks & Spencer's, Mango and many others have been seen launching their own sustainable collection using Ecovero. This has paved the way to address the issue of fashion being a bane to the industry.

Sustainable fashion has been conceived as something that cannot compete with the rising trends seen among major leading consumer brands. However, over the last few years, this has changed. Now there has been a rise in eco-fashion among various leading brands and has now become a booming trend among young consumers.

These new-age alternatives are not just environment-friendly but also high on aesthetics making it a perfect sustainable alternative to conventional fibres already existing in the market. Features such as being soft to feel, moisture absorption and high colour retention are few of the key features seen among consumers while making a purchase. Sustainable fashion has incorporated these features as well to suit the needs and demands of the Indian consumers.

Both brands and consumers are looking for more sustainable options without sacrificing the look of the overall product. It has become imperative to opt for sustainable fashion made available by brands to bring a major change in the clothing industry for good.

*Disclaimer: The article has been contributed by Arpit Srivastava, Marketing & Branding, South Asia – Lenzing Group. The opinions expressed in this article are the personal opinions of the author. The facts and views appearing in this article do not reflect the views of Deccan Chronicle and Deccan Chronicle does not assume any responsibility for the same.