RITU KUMAR COLLABORATES WITH LENZING™ ECOVERO™ TO SHOWCASE THEIR AW20 COLLECTION ‘NATURE’S ORIGAMI’ AT LAKME FASHION WEEK 2020

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~The designer will showcase her collection at the finale of Sustainable Day at LFW~

~ Fabrics made of LENZING™ ECOVERO™ sustainable viscose fibre~

~Iconic laid out prints of Ritu Kumar legacy~

MUMBAI, 4th February 2020 (GNI): Making way for a new perspective on ‘Sustainability’, country’s most respected designer Ritu Kumar is all set to foray into the world of environment-friendly creations with the showcase of her AW’20 collection at the finale of Sustainable Day at Lakmé Fashion Week 2020. Ritu Kumar is partnering with the Austrian fiber brand, LENZING™ ECOVERO™ to create iconic laid out prints.

Talking about the association, veteran designer Ritu Kumar added; “‘Sustainable Living’ is one of our core values and we are proud to partner with LENZING™ ECOVERO™ at the root level for the showcase of Nature’s Origami at the Lakme Fashion Week. Through this collection, our aim is to provide trend-setting styles made of sustainable viscose fiber; a shift to responsible fashion. The fashion industry is doing their bit to promote ecofriendly clothing and we believe that our creative outlook and LENZING’s commitment would result in contributing to a healthier environment”

Speaking about the association, Mr. Avinash Mane, Commercial Head, South Asia, Lenzing Group said, “We are pleased to reintroduce LENZINGTM ECOVEROTM at the Lakmé Fashion Week SS 2020 this year. Our past associations at LFW have helped in building the narrative of sustainable fashion among designers and influencers in the fashion fraternity. We look forward to our association with Ritu Kumar this season.  Through this collection; we hope to create a larger outreach among the industry on adopting alternative resources and processes in their brand.”

Nature’s Origami is engendered on the central theme of tribal and contemporary Indian art forms which allude to nature and rejuvenation. The collection is a culmination of four stories – Mrinalini Mukherjee’s exhibit at the MET, Neo Origami, Flora & Fauna, and Sundarvan. Owing to Mrinalini’s work with knotted textiles, the capsule encompasses fabric manipulation and the revival of age-old textile tech­niques. At the crossroads where modern chevron meets classic florals, you see laces and layering surfaces in Neo Origami. Festive felicity meets pleats and burnout velvet, and the abundance of la dolce vita in the potpourri of Sundarvan. The color palette is an amalgamation of vegetable dyes and carefully crafted hues from deep burgundy to faded ochre and an infusion of violets and leafy greens; it can be an agent for positive change in social, economic and environmental dimensions.

Since the brand’s inception, five decades ago, Ritu Kumar’s relationship with nature has always been strong and apparent. Whether it is through processes using natural fibers or natural dyes, the brand’s efforts have been dedicated to fulfilling the void left by the harrowing exploitation of nature. This partnership with LENZING™ ECOVERO™ has further built a dialogue on sustainable fashion, thus focusing on the brand’s ideology on sustainability and ecological harmony, contributing to a cleaner, eco-responsible environment.ends