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Masaba Stepping Towards "Sustainable Fashion"

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Fashion designer Masaba Gupta launches plastic-free clothing line. Indian Fashion designer Masaba Gupta has launched an apparel line 'I Will Wear Out Plastic', which features clothes, with detachable bags built within the garment itself. Masaba Gupta is a renowned Indian fashion designer. The 30-year old designer is also known for presenting her clothing line in the film fraternity. This new fashion collection is all about saying no to plastic. 

From Masaba's Desk

According to sources, Masaba said, "Fashion is a great means of communicating to people... Everything follows and understands fashion because it is not hard work to understand. We thought doing a collection of clothes that turn into bags would be the perfect thing. A lot of people can incorporate it into their daily lives. It's a fun concept to watch, it's engaging, and at the same time, it is sustainable. This is how it came out to be. We worked on it for about 1.5 years."

Photo Courtesy: Masaba Gupta
Photo Courtesy: Masaba Gupta

About Her Collection

The collection is part of a UNEP(United Nations Environment Programme) India and Ogilvy India campaign, which is working on eliminating single-use plastic. According to sources, she added, "Each garment has, an exclusive accessory, a detachable reusable bag that is a fashion statement by itself. If you are an impulsive shopper, this is your go-to collection to do your bit for the environment, and fashionably too."

Launch  And Details Of Her Collection

She took to Instagram to share the launch of her new collection which has exclusive reusable accessories. According to sources, Conceptualised by Ogilvy India, this creative collection aims to use fashion trends to reduce the use of plastic. The agency has been in partnership with UNEP for the past three years. They have worked together to develop a larger platform called #BeatPlasticPollution.   The sources added, Under this initiative, each garment has as an exclusive accessory -- a detachable reusable bag, making a fashion statement. These bags are designed on clothes that can be worn for everyday use. The collection is available in-store and online as well.   According to sources, the designer also said, "This is not just a collaboration, it's a war cry. This is House of Masaba's way of giving back to the environment. It's the need of the hour and we are taking that conscious step towards sustainability because the global environmental crisis is all too visible now. The fashion industry is also known to produce the most global wastage. This time, we're using fashion as a tool for empowerment and activism.”

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