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Sustainable fashion, a huge concern as pollution, wastage rises in India



January: With the changing fashion pattern, the practice of sustainable fashion is turning green unexpectedly. The fashion industry is becoming more and more aware of sustainable fashion and lifestyle. According to the Isle of Wight-based Ellen MacArthur Foundation, one truck capacity of textiles is burnt every second somewhere in the world which is quite a concern in terms of pollution and wastage around the world. Leading to room cutting floor waste of 60 million Sq. Mt., the annual production of the fashion industry is 400 billion metres of textiles.

President of the Fashion Design Council if India, Sunil Sethi quoted, “The beautiful thing about our country is our heritage. Our past was the most sustainable form of living. People say India is a latecomer to the sustainability game but to be honest, we were already living it until fast fashion and life messed it up.”

Sharing her opinion on the same, Rina Singh also quoted, as she launched Eka back in 2011, “Doing clothes is not confined to seasons. Something anybody can wear any time and a dress that represents India’s crafts language defines sustainability for me.” Many brands are currently focusing on providing green fashion technique with their particular signature.

Also read: ‘Pierre Cardin gave a new identity to fashion in India’, Designer Rajeev Sethi on Cardin’s demise

Sui Founder Mahima Gujral Wadhwa

As a young fashion graduate, in order to make something trendy, designers make a lot of mistakes and this is when it reached her eyes, Wadhwa confessed. Afterwards, she enrolled herself for a sustainability course while doing her post-graduation in Italy. During her fashion practice, Wadhwa realised that slow fashion or sustainable fashion was considered to be boring, however, she believed that clothes could be designed beautifully using better fabrics and green ethos. Her splendid collection includes hand-woven wool dress, hibiscusy off-the-shoulder Tencel tops, summer monster trousers, leafy bookmarks, daisy headbands, sunflower masks, the souk mask, flower power mask. Wadhwa is soon planning to launch her collection titled Tropical Sunshine summer 2020 and Wildflower winter 2020 edit.

The viewpoint of the brand is “We must be conscious of what we buy, right from the story it tells. It is a win not only for the buyers but for the weavers, block printers, craft makers, vendors who contribute to the cause.”


MyONEarth Founder Nitika Sonkhiya

Most of her products are made of bamboo, coconut shell, and coir with coconut. One of its product is make-up removing wipes made of bamboo which can be reused for upto 200 times. Her wide product ranges include Coconut shell smoothie bowl, bamboo reusable cutlery kit, Ayurvedic pure handmade copper water bottle with honeycomb design, organic neem wood combs, bamboo toothbrushes, Keishi pearl earrings, recycled pearl earrings etc. The new collection contains fashion crafts made of Kauna grass, jute and coconut shellbags.







Meiraas Founder Vidhi Rastogi

Known for the widest collection including Artisanal Lucknowi chikankari, resham chikankari, zardozi, kaamdani, Nui Shibori, Meiraas’s collection celebrates Awadh and its history using heritage embroidery crafts on handwoven fabrics. In order to practice her creativity, she quit her corporate career to pursue an ethical heritage craft-based label. The new collection of Meiraas is Ancient motifs on contemporary silhouettes with natural dyes and apparel made of Ahimsa silk and linen.

The viewpoint of the brand is “We can’t advise people ‘do not buy’, when India’s burgeoning population is dependent on consumption.” Neither can we promote mindless purchasing just because the product is handmade. This will turn slow fashion into fast fashion.


Beautify your Winter look with these accessories| Trends for Winter fashion



Winter fashion, 22 January: Stepping out of the house when the temperature drops, that too in style, turns out to be one hell of a difficult task in winters. Beating the chilling winters requires something more than just inner wears and furred coats, you would require additional accessories to keep you both warm and stylish.

With winters breaking all records this time, girls might be suffering as they have to carry out proper clothing and fashion both on-point simultaneously, doing what is next-level strenuous. We cannot even think of removing the bundle of cloth layers the winters are making us wear then why not dress with them on? Indeed, the winter fashion struggle is real but we can make it happen if we want to show off our fashionable outfits in style and stay frost-free.

Check out some of our recommendations below:


Classy yet elegant, chokers magnify your look no matter if you wear it in any weather. Pair your cloth or ready-made chokers with your formal look, long coats, or front open leather jackets. Surprise your mates with this look and pull-off the winter fashion in style.

Silver oxidised earrings

There’s no outfit an earring cannot beautify! Literally, every girl misses wearing earrings especially in winters but did no one tell you that your plain winter coat required the charm in form of a silver lining? Yes, it does. Use your silver oxidised earrings with your plain winter outfits, these make you look simple and adorable.

Stoles and scarfs

Seems like no one mentioned about this one too! Scarfs are responsible for making you look gorgeous and warm like nothing else. Personally, I would suggest you buy colourful boho scarfs, these would not only add charm to your winter look but would make you feel good about yourself. Also, scarfs are the best way to protect your neck and chest from the direct chilling wind.


Heeled ones or flat, it is your call but boots keep you all warm, cosy and classy, of course. Furred boots help keep the feet warm and protected from frost. Your feet are the coldest body part and the one who faces challenges in getting proper warmth. Amid the struggle, your regular shoes do not contribute much in providing them with the proper warmth and fashion look. However,, here is where the long boots play a vital role.

Furred jackets

Furred jackets make you feel cosy, sweet and warm altogether. Furred jackets are one way to keep yourself protected from the extreme cold weather and also pull off your winter look in style. Therefore, furred jackets are girl’s favourite and preferred all over.

Cosy pom beanies or hats for winter fashion, your choice

Depending upon your choice, protect your ears and head area with a beanie. Dress with a headcover.

Also read: Spanish brand Desigual expands online presence with Tata CLiQ Luxury

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Fossil Group launches virtual watch try-on feature without additional app



22 January: Never have you ever have had such experience. Luckily now with Fossil group, you can. Fossil Group has recently launched its new Virtual Watch Try-on experience across various brand channels including and Watch Station. Fossil Group is working partnership expansion with Tangiblee as the team rolled-put this web-based, and reality feature for watches.

This feature does not require the users to use or download another app or additional technical equipment to check the watch size. In just a few steps and taps, the consumers can place any Fossil watch on their wrist using the scaled accuracy. The Fossil team and Tangiblee wanting to bestow a unique user experience by maintaining the highest level of accuracy. This new development can be experienced by only following a two-step process.

Also read: Rent N Flaunt launches new affordable rental plans

The first step requires the users to measure the width of their wrist with their phone screens. The calibration or measurement step is not required for Tangiblee’s algorithms to work properly but assures that the wrist is measured accurately.

The second step calls for a picture of the user’s wrist using which the watch is virtually placed on the image. The user can slide the watch back and forth on the wrist, zoom in and out on the watch dial.

Tangiblee’s CEO, Eliad Inbar, said, “We’re excited to partner with such a wonderful collaborative partner and cannot wait to see what the usage & performance data reveals in terms of Fossil customers’ feedback as well as the impact to Fossil’s bottom-line.”

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German brand Birkenstock sets up 4th Indian store in Mumbai



21 January: After establishing successful stores in Delhi, Hyderabad and Chennai, now Birkenstock is setting up their fourth store in India that is in the country’s finance centre, Mumbai. Other than this, the German manufacturer is planning to launches stores in Bengaluru and Chandigarh in the coming months to strengthen its Indian presence furthermore.

In a statement, Jens Hattab, regional managing director of Middle East Africa India at Birkenstock, “Following a strong market entry of the brand in 2020, our quality products enjoy a great consumer appreciation in India. The recent opening in Mumbai as one of the country’s key fashion hubs is just another stepping stone in our strong growth plan for the year ahead.”

Birkenstock entered the Indian market back in December 2019, however, its history dates back to 1774. As triggered by the covid-19 era, the German brand also launched its e-commerce platform in order to ensure that the buyers can shop from the comfort of their homes without risking the lives amid covid spread.

Also read: German footwear brand Birkenstock plans expansion across India

Every store of this brand aim at laying down the best shopping experience for the Buyers by offering them with over 200 several models from Germany’s largest shoe manufacturers. Also, it retails through multi-brand outlets.

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