With the recent launch of Alia Bhatt’s Ed-A-Mamma, an organic kidswear brand, eyes are set again on Bollywood about its connection with sustainable fashion. Sustainable fashion in Bollywood had made quite a several cameo appearances. Vidya Balan with her magnificent saris has time and again supported slow fashion.
Sustainable fashion leaders of Bollywood
Masaba Gupta, daughter of actress Neena Gupta and celebrity designer herself says sustainable fashion holds great weight in the future. She wants her label to be plastic-free by 2022. Richa Chaddha has made a statement in organic wear of Raw Mango in major events. She has always been a vocal advocate of an organic lifestyle. Versatile actress Rasika Duggal is also versatile in her dressing choices. She once walked the ramp for Vriksh, an organic brand. This list of sustainable fashion in Bollywood is not limited to just ramp walks.
The very gorgeous Katrina Kaif’s almost entire wardrobe for “Jagga Jasoos was brought from ‘The Reformation‘ based in Los Angeles. They recycle and refurbish fabrics to create new designs from them. Actress Dia Mirza has always been a vocal eco-protectionist. She participates regularly in cleaning and tree-planting drives. She did modeling in ramp for H&M’s sustainable range. This was created in association with the fashion design council of India or FDCI.
Fashionista and actress Sonam Kapoor Ahuja does sustainable fashion brands quite often. She is a patron of brands such as Raw Mango, Anavila, Pero, and Jebin Johny. Actress Yami Gautam was inspired to take the sustainability route by Anita Dongre’s Grassroot project.
What more to promote sustainable fashion in Bollywood?
But this may simply not be enough. Bollywood acts centrally in regulating fashion and trends in the country. Remember the times when everybody went hunting for a Sabyasachi saree solely because Vidya Balan carried it so gracefully? Most celebrities never even repeat an outfit. We have very few big names like Kangana Ranaut or Mallika Sherawat who took a step to wear the same outfits again, doing their tiny bit. While walking ramps and acknowledging artisans who made their clothes is definitely a step ahead, they need to set role models by truly standing up for the idea.
It is not like they need to go a full zero-waste sustainability cycle but if a majority can do sustainable fashion even slightly imperfectly, it would have a watershed effect on the entire buying practices of the country. Sustainable fashion in Bollywood, even a small amount, can go a long way.
Courtesy - Image courtesy: Denise Jans