Ritu Kumar collaborates with Lenzing Ecovero for upcoming LFW collection
Kumar will showcase her autumn/winter 2020 collection on February 13, day two of Lakmé Fashion Week, the brand announced on Facebook. Kumar has long championed sustainable fashion through her designs by using low-impact dyes and eco-friendly fabrics and it is for this reason that she was chosen as the finale designer for Lakmé Fashion Week’s Sustainable Fashion Day.
“Through this collection, our aim is to provide trend-setting styles made of sustainable viscose fiber; a shift to responsible fashion,” Kumar told Elle India about the collection. “The fashion industry is doing their bit to promote eco-friendly clothing and we believe that our creative outlook and Lenzing’s commitment would result in contributing to a healthier environment.”
“Our past associations at LFW have helped in building the narrative of sustainable fashion among designers and influencers in the fashion fraternity,” Lenzing Group’s South Asia commercial head Avinash Mane told Elle India.
“We look forward to our association with Ritu Kumar this season. Through this collection, we hope to create a larger outreach among the industry on adopting alternative resources and processes in their brand.”
Kumar, who launched her eponymous brand in 1969, was inspired by tribal and contemporary Indian art for Nature’s Origami, which has a colour palette of greens and violets created by natural vegetable dyes. Kumar was also inspired by late sculptor Mrinalini Mukherjee and natural elements which can be seen in floral prints throughout the collection.
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