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India's Pernia Qureshi launches sustainable line Gur

Dec '19
Pic: Pernia Qureshi Brands
Pic: Pernia Qureshi Brands
Indian fashion designer Pernia Qureshi recently joined the sustainable fashion queue by launching of her clothing label Gur. She also launched a Gur store in Mumbai at the multi-brand luxury fashion house Le Mill. Gur creates womenswear using organic fibres extracted from various unconventional sources such as milk, rose, banana, eucalyptus, aloe and orange.

The fibres have anti-bacterial, anti-fungal and hypoallergenic properties.

The collection includes skirts, frocks, tops and maxi dress in different shades of white, orange, yellow and blue among others. This fresh line of clothing features intricate embroidery and detailed motifs.

“As I evolve in my career and as a human being there is a sense that I want to do better and be better. Gur is my attempt to create something for a conscious future. It’s clothing and a lifestyle that feels good along with looking good,” Qureshi said on Instagram.

In an Instagram video Qureshi said that with a promise to be as close as possible to the environment the brand works with no-plastic policy. So the garments are free from any plastic details such as buttons and zippers.

The designer is also planning to bring out a complete sustainable winter collection.

Fibre2Fashion News Desk (DS)

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January 2021

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