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Ritu Kumar collaborates with Lenzing Ecovero

05
Feb '20
Pic: Lenzing
Pic: Lenzing
Making way for a new perspective on ‘Sustainability’, country’s most respected designer Ritu Kumar is all set to foray into world of environment-friendly creations with showcase of her AW’20 collection at finale of Sustainable Day at Lakmé Fashion Week 2020. She is partnering with the Austrian fibre brand, Lenzing Ecovero to create iconic laid out prints.

“Sustainable Living’ is one of our core values and we are proud to partner with Lenzing Ecovero at the root level for the showcase of Nature’s Origami at the Lakme Fashion Week. Through this collection, our aim is to provide trend-setting styles made of sustainable viscose fibre; a shift to responsible fashion. The fashion industry is doing their bit to promote eco-friendly clothing and we believe that our creative outlook and Lenzing’s commitment would result in contributing to a healthier environment,” said Kumar.

“We are pleased to reintroduce Lenzing Ecovero at the Lakmé Fashion Week SS 2020 this year. Our past associations at LFW have helped in building the narrative of sustainable fashion among designers and influencers in the fashion fraternity. We look forward to our association with Kumar this season. Through this collection, we hope to create a larger outreach among the industry on adopting alternative resources and processes in their brand,” said Avinash Mane, commercial head, South Asia, Lenzing Group.

Nature’s Origami is engendered on the central theme of tribal and contemporary Indian art forms which allude to nature and rejuvenation. The collection is a culmination of four stories – Mrinalini Mukherjee’s exhibit at the MET, Neo Origami, Flora & Fauna, and Sundarvan. Owing to Mrinalini’s work with knotted textiles, the capsule encompasses fabric manipulation and the revival of age-old textile techniques. At the crossroads where modern chevron meets classic florals, you see laces and layering surfaces in Neo Origami. Festive felicity meets pleats and burnout velvet, and the abundance of la dolce vita in the potpourri of Sundarvan. The colour palette is an amalgamation of vegetable dyes and carefully crafted hues from deep burgundy to faded ochre and an infusion of violets and leafy greens; it can be an agent for positive change in social, economic and environmental dimensions.

Since the brand’s inception, five decades ago, Kumar’s relationship with nature has always been strong and apparent. Whether it is through processes using natural fibres or natural dyes, the brand’s efforts have been dedicated to fulfilling the void left by the harrowing exploitation of nature. This partnership with Lenzing Ecovero has further built a dialogue on sustainable fashion, thus focusing on the brand’s ideology on sustainability and ecological harmony, contributing to a cleaner, eco-responsible environment.

Lakmé Fashion Week is jointly organised by Lakmé, the no1 cosmetics and beauty services brand in India and IMG Reliance Pvt Ltd, leaders in sports, fashion and entertainment marketing and management.

Lakmé Fashion Week has been conceived and created with a vision to ‘Redefine the future of fashion and Integrate India into the global fashion world’. Lakmé Fashion Week is organised twice every year.

IMG Reliance Pvt Ltd is an equal joint venture between Reliance Industries Limited (RIL), India's largest and most recognised private sector company, and IMG Worldwide (IMG), global leaders in sports, events, media and fashion. The joint venture company develops, markets and manages sports, fashion and entertainment in India.

Lakmé, is India’s no1 colour cosmetics and leading premium skincare brand from Hindustan Unilever Ltd. Lakmé has been the pioneer of the make-up and colour cosmetics in India since 1952 by launching numerous trends leading and high-performance products. Combining international cosmetic technology with an in-depth understanding of the Indian woman’s needs, Lakmé offers women a comprehensive beauty experience through its extensive product portfolio as well as contemporary services at Lakmé Salons, India’s no1 salon chain.

Fibre2Fashion News Desk (PC)


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