Gabriella Demetriades partners with Liva for sustainable clothing line

By

Isabelle Crossley

Published
Jan 7, 2021

Designer and entrepreneur Gabriella Demetriades has partnered with eco-friendly textile business Liva to create a sustainable womenswear line for her brand, Deme by Gabriella, named ‘Live From Home’.

Deme by Gabriella’s new line made with Liva’s eco-friendly fabric is designed, as its name suggests, to cater to shoppers spending more time than ever at home during the ‘new normal’. The line has a neutral, warm colour palette, loose silhouettes, and tailored details including collars and pleats. 
 
“I love how they fall and feel against the skin," Demetriades told Vogue India, about the new line. “They’re great for the Indian climate. The fact that the fabrics are all sustainable is just amazing because we’re all in this conscious frame of mind where we’re trying to reduce the amount of garments that we’re buying or looking for a more sustainable approach by using fabrics that use less water and are less harmful to the environment.”

The line is a new direction for the brand, which is known for its bodycon, sparkly evening wear.

“For me, it was about getting into the mind of the consumer, knowing where they really are right now and sitting with my team to figure what it is that women want to wear,” said Demetriades.
 
Consumer consciousness concerning sustainable and eco-friendly fashion saw a large increase in India during the pandemic lockdown and its aftermath. The government urged shoppers to buy local and the idea of voting with your wallet continued to gain momentum. In response to this, a large number of  fashion brands launched sustainable lines or worked to make their main production process more eco-friendly.

In 2021, with Demetriades’ launch, among others, this trend looks set to continue.