No, sustainable clothing doesn’t have to be unfashionable!

Lotus Make-Up India Fashion Week autumn/winter 2019 just ended. And the event this year saw fashion week regulars like Rahul Mishra, Samant Chauhan, Sanjukta Dutta, Huemn, and many more. But what caught everyone’s eye was the shift in focus towards sustainability, green fashion and everything environmentally conscious.

Taking the lead towards sustainable fashion, Liva, the eco-conscious fashion brand by the Aditya Birla Group, launched The Green Heart Movement at FDCI’s IFW. Their aim? To create a sustainable fashion revolution with their eco-friendly fabric, viscose, that stands for a healthier planet.

In association with the Fashion Design Council of India (FDCI), Liva had a sustainability lounge which shifted perspectives towards re-evaluating textiles by merging craft and up-cycling. People took pledges at the Green Heart Movement as they promised to move towards sustainable fashion.

Image: Instagram.com/thefdci

Image: Instagram.com/thefdci

Over the years, the ever growing fashion industry has caused immense environmental damage. The Green Heart Movement is a call to all informed and eco-conscious manufacturers, designers and consumers with the hope of creating a revolution in promoting sustainable and responsible fashion. Ace designers Rina Dhaka, Sahil Kochhar, Shalini James and Samant Chauhan presented their sustainable fashion collection at the Livaeco Green Heart Show. 

All the collections for the show were made with the Liva fabric, breaking the myth of sustainable clothing being boxy and unfashionable. The collections drew inspiration from the origin of the fabric—the forest. Running with this arboreal theme, the ramp was also set with trees and the chirping sound of birds in the backdrop.

That isn’t all. Through an integrated social and on-ground campaign, the movement aimed to be synonymous with sustainable fashion. The campaign reflects their commitment towards breaking the myth about eco-friendly materials as well as to educate users about the need for utilising sustainable materials, to avoid environmental hazards in the future.

We all know there is only one way the story of limitless consumption can end—the depletion of earth’s precious resources, which can ultimately threaten the survival of human species. So, if you’re fashion forward, environmentally conscious and planning to make a shift to a completely ethical wardrobe, there’s no going wrong with Liva.