W launches ‘I Am Awake’ campaign, partners with Livaeco for new collection

By

Maverick Martins

Published
Mar 16, 2020

TCNS Clothing-owned women apparel brand, W, has launched its new campaign ‘I Am Awake – To Fashion, To the Future’. The brand has also partnered with Solar Charkha Mission to make its stores energy-efficient and sustainable.
 

With the campaign, W also aims to promote its newly launched spring/summer collection in partnership with Livaeco.
 
Talking about the brand’s campaign, Anant Daga, managing director at TCNS Clothing Co. Ltd in a statement said: "We have been relentlessly working to nurture a change towards responsible fashion. With the ‘I Am Awake’ campaign, our endeavour is to make people at large aware that their fashion choices can be responsible too.

“Our association with Solar Charkha Mission and Aditya Birla Group (Livaeco) helps in creating responsible fashion-forward collection season-on-season. It’s a long journey which will always be work in progress but we are excited to take the first steps and are committed to building on it. The aim is to make sustainability commercially successful, create pilots and scale them up," added Daga.
 
The brand claims that each piece of collection has been made out of 100 percent sustainable forestry. The everyday wear collection is a combination of unique colours, fabrics, and design.
 
The new collection will be available at exclusive W outlets, in addition to its website and online retail platforms like Myntra, Jabong, and Amazon.