BRAND NEW
CONSCIOUS CONSUMPTION
As sustainability becomes the norm of the day, there has never been a better time to turn your
wardrobe eco-conscious, and these brands attest to the same.
WHERE TO BUY:
Select stores across India and on online
portals
PRICE POINTS:
R6,000–R20,000/-
AN ODE TO THE SEA
Purvi Doshi, a connoisseur of vegan fashion, dedicated her Spring
Summer 2019 collection, titled ‘Marine Runway’ to PETA India’s
campaign, ‘Fish in Tanks? No Thanks!’
Purvi Doshi extends her support towards raising awareness
about marine life through her collection of handcrafted garments
that represent the mysterious tales of aquatic animals in exquisite
shades of ivory.
Marine Runway is a collection of seasonally versatile separates
that use hand-spun and handwoven khadi and cotton kota, that
showcase species of aquatic animals such as gigantic octopuses,
quaint sea horses, playful penguins, and glowing fishes. Air-
whipped asymmetrical silhouettes, crisp pleats embellished with
hand-done Parsi embroideries, and artisanal tassels signify tales of
a sustainable and ethical future where no fishes are in tanks.
Ahmedabad-based designer Purvi Doshi has coupled India’s
varied art forms with its fabric of freedom. Khadi, an indigenous
fabric of India, forms the basis of each garment in this collection.
The ensembles are dyed with natural colours, which respect the
environment that we live in.
Purvi Doshi, as a label, works closely with artisans, helping them
to create a better livelihood. It has also achieved the Eco-Age
Brandmark, which celebrates ethical brands globally.
ILLUSTRATING INDIAN
CRAFTSMANSHIP
The Monkey Brain Co.’s Resort ‘19 is inspirited
from beautiful, distinctive experiences from across
the world. It draws from mesmerising underwater,
tropical lives and magical starry nights.
The collection, the first of its kind from the label,
bears a combination of different handcrafted
techniques such as aari, hand-painted motifs,
zardozi, and handmade tassels. The collection
is made of gentle fabrics including linen, crinkly
georgette, modal satin, and flowy chiffon, which
give rise to breezy, easy-going silhouettes.
The collection is a mix of elegant and laid-back
designs, aimed at the free-spirited, outgoing
woman. It is divided into two segments, namely
‘Warm Summer Days’ and ‘Breezy Summer
Evenings’, which feature pieces fit for daytime
and evenings respectively.
From hand-embroidered starfish to shimmery
sequins embellished on sustainably made
fabrics, the collection is equal parts mindful and
resplendent, enabling you to go green with a hint
of glamour.
96
I APPAREL I
June 2019
WHERE TO BUY:
National and international stores and on www.
themonkeybrainco.com
PRICE POINTS:
R 15,000/- onwards