Tarun Tahiliani promotes sustainability with new line 'Love & Relove'

By

Isabelle Crossley

Published
Feb 10, 2021

Couturier Tarun Tahiliani has taken a different approach this season and launched ‘Love & Relove’, a line of traditional wear designed to be reworked and worn time and time again, in a bid to curb consumerism.

 
Tahiliani describes his new collection as ‘The India Modern Way’ and launched the line with a series of videos showing how to style his signature opulent traditional wear with every day western and fusion wear items, to create a multitude of different looks.

“Relove your bridal and festive looks and style them with essentials that are already in your wardrobe,” said Tahiliani on his eponymous brand’s Facebook page. 

With the slogan ‘Rewear. Restyle. Repurpose’, Tahiliani has styled lehengas with oversized sweaters, dupattas with menswear style suits, and embellished blouses with loose trousers. The brand’s spring collection is traditionally feminine and heavily embellished, but Tahiliani has framed the pieces as versatile and wearable beyond formal occasions. Bridal ensembles are shown first in their entirety and then broken down and styled in different ways, as models dance around a heritage mansion in the collection campaign. 
 
Last year’s lockdown and subsequent economic hardship served to boost the already growing popularity of sustainable fashion in India. Along with an increased focus on India-based brands, ‘buy less’ has become a popular slogan. Tahiliani’s new collection aims to show that luxury couture is still relevant and can be part of a modern, sustainable wardrobe.