Doodlage and Hyundai collaborate on fashion film

By

Isabelle Crossley

Published
Dec 14, 2022

Sustainable fashion brand Doodlage has partnered with car business Hyundai to create a fashion film documenting how the brand and a number of others are using fashion as a vehicle for promoting sustainability. 

“Slow fashion is the need, not just an alternative,” wrote Doodlage on Facebook to announce the project. “At Doodlage, we have been making garments from fabric made from upcycled or recycled material. After all sustainable fashion is when garments are made ethically and from fabric that was made for that purpose. It’s a better balance between people, planet and profits. And today let's explore with Hyundai Kona Electric, in collaboration with Travel + Leisure India and South Asia the nuances of sustainable fashion and how we all can accommodate it in our wardrobes.”
 
In the film, Doodlage co-founder Kriti Tula speaks about how the fashion industry tries to hide its negative impact on the planet but how important it is to address this. Showcasing how Doodlage uses only upcycled materials in its production, the brand’s other co-founder Paras Arora showcases some samples of this in the brand’s offices. 

Tula travels around to meet with other sustainability-focused creatives including zero waste brand Iro Iro and thrift business Phirlo Store. Tula drives around Delhi in Hyundai’s Kona Electric car, showcasing its eco-friendly features. 
 
The film was directed by Siddharth Sathyajit and edited by Madhurima Bose Roy. The project’s script was written by Aayushi Jagad and Jitendra Sharma worked as camera assistant.