Asmita Marwa

Sustainability is an ideology, a state of mind and a concept close to my heart as a designer and a creative person. It is the crux and essence of my label and brand. Sustainability is about slow and timeless fashion, it’s about evolving a concept, re-inventing and re-interpreting it over a few seasons. Sustainable fashion does not believe in churning out collection-after-collection making the consumers feel they are outdated because they don’t have the latest pieces. It is about adding separates to continue the evolution of a concept or design language. The designer believes in taking the road less travelled and her collections reflect the same ideology as she fuses traditional and global aesthetics through her avant-garde sensibilities, her forte being resort wear. She was invited to show her ‘Zero Waste’ collection at the recently concluded Global Sustainable Fashion Week, Budapest, Hungary. A bundle of talent, Vogue has featured her as a ‘Promising Talent To Watch Out For’. Her label is a sustainable fashion one creating and manufacturing garments in-house, using ethical norms and practices. ‘Cradle-to-Cradle’ design or re-generative design which is holistic is her ideology along with creating systems that are not only efficient, but essentially waste-free. Recycling, upcycling is the future and she has established herself as a brand that has given resort wear a whole new dimension keeping sustainability and eco-friendly design at the heart and soul of the label.