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Demand growing for eco-friendly practices in fashion: Ridhi Mehra

29 Nov '23

1 min read

Pic: Ridhi Mehra

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There has been a shift towards eco-friendly practices in fashion, observed designer Ridhi Mehra.
In her Fibre2Fashion interview, the eponymous brand owner highlighted the rise of inclusivity, digitalisation's impact, and possible future trends like circular fashion.
Mehra also discussed balancing affordability with sustainability in fast fashion.

There has been a significant shift towards sustainability, with a growing demand for eco-friendly practices, observed contemporary Indian designer Ridhi Mehra, founder of her eponymous fashion label. In an interview with Fibre2Fashion, she shared her insights on the evolving trends in the fashion industry and addressed the issue of fast fashion dominance.

Mehra emphasised that inclusivity has become central, challenging traditional beauty norms. “Digitalisation has revolutionised fashion retail, emphasising e-commerce and social media influence. Future trends may witness a surge in virtual fashion experiences, advanced technology integration, and a heightened emphasis on circular fashion models to reduce waste. Additionally, a greater fusion of fashion and activism is likely, reflecting consumer values and social consciousness,” she told F2F.

Concerning fast fashion’s dominance, Mehra suggested a path for brands to balance affordability with sustainability.

“Fashion brands can achieve a balance by investing in sustainable materials, ethical production, and transparent practices, educating consumers on the value of quality over quantity, and offering affordable yet durable and eco-friendly options. It involves reshaping consumer perceptions and fostering a mindset that values sustainability in the long term,” she added.

Click here to read the full interview.

Fibre2Fashion News Desk (NB)

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