The so-called 'shallow' fashion fraternity is becoming environment conscious - as many as nine designers will showcase eco-friendly collections during the Wills Lifestyle India Fashion Week (WIFW) here.
The 11th edition of the fashion extravaganza is scheduled for March 12-16 at Pragati Maidan.
Intending to contribute their bit in protecting the planet, designers Charu Parashar, Shubhra, Khushali Kumar, Amit GT, Rahul Reddy, Abhijeet Khanna, Ekta and Ruchira, Alpana & Neeraj of the label 'Azara' and Ashish, Viral and Vikrant of 'Virtues' will display outfits made up of Birla Cellulose, an environment-friendly fibre.
"We have always innovated fibres which are in harmony with nature. Designers using heavy metal free fibres for their collections would promote eco-fashion," said Vijay Kaul, chief marketing officer, Fibre Business, Aditya Birla Group.
"It would encourage more designers to embrace green fashion across the country and help conserve the environment," Kaul told IANS. Their fibre is biodegradable.
Though eco-fashion will burn a deeper hole in the pockets of customers, style gurus say the fibre will be a huge hit.
"For such a vital cause - saving mother earth - money becomes secondary. When one doesn't mind splurging on other luxury items, why not for a cause of the highest order?" asked Parashar.
"Moreover the fabric is just magical, it falls beautifully and is very comfortable. Apart from silhouettes I have also done a lot of furnishings. There is an array of choices for customers and I am sure they will fall in love with it," she added.
Said Kumar: "It is interesting to experiment with fabrics."
The creative experts said that the 'magic fibre' promises good business.
"Natural fabrics are a huge hit abroad. Contrary to synthetic ones they find them more exotic. I am sure it would attract lots of international buyers," said Alpana.
"Because of threats like global warming, people are reverting to their roots and sporting eco-fashion. In our country also it is catching up. Also, there is a great demand for cruise wear and resort wear. So I am expecting good business," she added.
Last year as well, designers Siddartha Tytler, Deepika Govind and Anita Dongre displayed eco-friendly collections to convey the message that the environment needs to be protected.
And in the exhibition area, Anita Ahuja's stall stood tall, offering eco-friendly, colourful and trendy accessories and bags made out of recycled plastic.
Commenting on the steps taken by the fashion fraternity to protect the environment, Rathi Vinay Jha, director general of the Fashion Design Council of India (FDCI), said: "It is wonderful to see that Indian designers are increasingly getting involved in working on issues of social and environmental concern.
"This is in line with the FDCI's objective of generating environment-friendly products and increasing the use of recycled material."