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Eco-clothing makes fashion become smart
Feb '13
The never resting world of fashion is gradually increasing its focus more on sustainability rather than new trends. Consumer awareness and demand for organic apparels has driven Eco Fashion from the collections of emerging fashion designers like Soham Dave and Michael Badger to the Oscar Awards – the biggest night of the year for Hollywood fashion.

During the Academy Awards, the Red Carpet Green Dress team has been working for months to create a gown with sustainable materials. The Eco gown, created by the young designer Michael Badger, was worn by the British actress Naomie Harris, who starred in the latest 007 James Bond movie ‘Skyfall’ and ‘Pirates of the Carribean’.

Besides Michael, there are several other emerging fashion designers who promote sustainable fashion with their designs and one of them is an Indian high-end fashion designer Soham Dave.

Speaking to fibre2fashion Soham Dave said, “Fashion is becoming smart since people want to be fashionable, trendy and also feel good with their choices.”

“Sustainability has become more important in fashion as designers are more aware of the fabrics and materials used to produced the garments,” he adds.

According to the designer, Khadi, natural dyed and cotton silks as well as woven fabrics, are mainly used for designing sustainable clothing.

Echoing him, Hyderabad-based designer Gaurang Shah says, “Sustainability plays an important role in fashion since garments made with organic materials provide comfort and it is the best alternative for fabrics such as Chiffon and Georgette.”

While the fashion designers are spreading awareness about sustainability through their collections, some of the major clothing brands including Hennes and Mauritz Group (H&M), KappAhl and Brandix have also started producing garments using environment friendly materials.

Fibre2fashion News Desk - India

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