Imagine rivers and streams left with only harmful, polluted water.
Imagine microplastics reaching your bloodstream.
Imagine greenhouse gases causing air pollution, leading to harmful diseases.
Well, this imagination is not far away from becoming a reality. All thanks to the giant fashion industries. However, now the wind is changing its direction. Consumers are getting more inclined toward sustainable fashion trends in India.
According to a Nielsen survey done in 2020, 85% of Indian consumers actively consider sustainability when making their purchasing decisions.
Given this change, many industries are focusing on providing sustainable fashion products. But before knowing the latest trends, let’s get into the term.
What is Sustainable Fashion?
Sustainable fashion is an all-inclusive term that describes efforts by policymakers, brands, and consumers aiming to achieve a carbon-neutral fashion sector where the focus is to minimize pollution, waste generation, and greenhouse gas emissions.
The Rise of Sustainable Fashion Trends in India
With growing awareness about sustainable fashion trends in India, consumers are making a swift shift toward environmentally friendly clothing. The rise of green fashion brands and sustainable fashion products are leaving an indelible mark on upcoming generations.
As per the 2021 Statista Consumer Insights, 89% of Indians have claimed to buy sustainable fashion brand products.
Core Elements of Sustainable Fashion
Here are several reasons that are driving sustainable fashion trends in India.
Waste Reduction
New initiatives led by the government are promoting eco-friendly practices. With sustainable and green options in fashion, there can be significant waste reduction.
Techniques like recycling, upcycling, and zero-waste pattern-making are used to meet the target. All these sustainable practices help in reducing the environmental impact of the fashion industry.
Holistic Lifecycle Approach
Sustainable fashion brands in India adopt a holistic approach from the beginning till they reach the end consumer.
From sourcing raw materials like Organic cotton, Hemp, and Bamboo to reduce the excessive requirement of water, pesticides, or unethical labor to using minimal, biodegradable, or recycled packaging to reduce waste, nothing goes unnoticed.
All these have built trust among consumers, and they are willing to buy environment-friendly fashion products with great pride and responsibility.
Growing Awareness
Growing concerns about environmental issues have restructured the brains of Indian consumers. They are becoming more aware and ready to pay more price to buy eco-friendly fashion products from responsible brands.
The Ipsos India Sustainability Report 2024 highlighted that 86% of affluent Indian consumers are willing to pay extra for ethical, sustainable goods.
Media Influence
Celebrities are often shown promoting eco-fashion products. This creates curiosity among their fans, which, in turn, drives sales.
Celebrities like Alia Bhatt, who has her own sustainable clothing line, Ed-a-Mamma, are often seen repeating her clothes at events.
All this is quite inspiring and helps folks take a step toward green fashion and push sustainable fashion trends in India forward.
Local and Artisanal Craftsmanship
Traditional craftsmanship and local artisans are being given a platform in a sustainable fashion, allowing them to give a unique Indian touch to the clothes.
Brands are now partnering with artisans to safeguard and promote traditional weaving, dyeing, and embroidery techniques. By reviving heritage crafts, this initiative also empowers local artisans with sustainable income sources.
For instance, Fabindia, a prominent Indian retailer, sources its products from villages across the country, supporting and sustaining rural employment.
As of 2020, Fabindia’s products were crafted by over 40,000 artisans and craftspeople throughout India. However, it’s not entirely a sustainable brand. But we can get a glimpse of the employment sector.
Government Initiatives
Recognizing the importance of sustainable practices, the Indian government has kickstarted many initiatives that adhere to the principles of environmentally conscious fashion.
Nationwide initiatives like Make in India and several other steps like the Green Credit Programme as part of the Lifestyle for Environment (LiFE) initiative.
It is a market-based mechanism that provides incentives for voluntary environmental actions across various sectors, including textiles.
The program encourages activities such as tree plantation, sustainable agriculture, and waste management, which can contribute to more sustainable practices within the fashion industry.
Conclusion
With growing awareness, the slow fashion movement, and the collective approach of consumers, brands, and government, the rise of sustainable fashion trends in India is gaining traction. The eco fashion brands are in the spotlight, and their sustainable fashion products are making waves.
But this is just the beginning. The destination is still quite far. But very soon, with these sustainable fashion trends in India, we are going to be one of the top nations that will outperform the rest.
Frequently Asked Questions
1. How Is Sustainable Fashion Better?
The use of eco-friendly materials, waste minimization, and the promotion of ethical practices make sustainable fashion a better option.
2. What Are The 5 Best Sustainable Fashion Brands in India?
Here are the 5 best sustainable fashion brands in India:
~No Nasties.
~The Summer House.
~Okhai.
~The Terra Tribe.
~Sui