Anita Dongre sees sustainable fashion rise in popularity, asks designers to act ethically
Designer Anita Dongre, who has long promoted sustainable fashion, sees the pandemic as a chance to reset the industry and urges designers to take responsibility over their production process.
“We have a long way to go in terms of being truly sustainable, but I am glad creatives have started taking the initiative,” Anita Dongre told Elle India.
“It is gratifying to see young designers today passionately taking the helm of responding to the need for sustainability. However, it is the responsibility of the designer to evaluate eco- cultural practices they wish to abide by as there are many misconceptions surrounding sustainability.”
Dongre runs sustainable brand Grassroot along with a number of other brands. She recently released a line of handwoven silk sarees for Grassroot, the brand shared on Facebook. Other recent launches include garments hand block printed in Rajasthan and others dyed with indigo.
“Designers can use this collective pause as a re-thinking strategy,” said Dongre. “Start at the core of your brand, re-evaluate the principles that govern your design choices.”
Dongre also encourages fellow designers to seek out more ethical raw materials and make sure the end product justifies its means of production.
The designer has urged brands and consumers alike to get rid of their cost-cutting mentality, which has led to poor labour conditions for workers and materials that are harmful to the environment.
“We should all remember that it is these baby steps that will create a large impact in the long run,” said Dongre.
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