Autumn this year will have a little surprise in Vero Moda’s many stores throughout the country. Earlier this week, the Creative Director and visionary behind the Danish brand, Malene Malling, announced that they would be launching a sustainable collection called ‘Aware’ in their retail stores all around the world. In an interview for Vogue, Malling gives us a sneak peek into what we can expect from their new ‘Aware’ collection that focuses completely on sustainability!
VM/Aware Collection
Malling believes that there is a huge gap to be filled when it comes to building a more sustainable world and high street brands like H&M and Zara already have launched collections that focus on sustainability. The new ‘Aware’ collection will feature pieces made from eco-friendly materials such as tencel, recycled polyester and cottons, and other organic fibers. While keeping the European modernity design concepts in mind, this line is sure to do really well in Indian markets, as consumers are now more informed on the detrimental effects of fast fashion on the environment and the people who make our clothes.
VM/Aware Collection
At Seams For Dreams, we are really excited to get our hands on some of these pieces in the fall! More importantly, we’re always happy to hear about brands that are slowly transitioning to have sustainability at the heart of their operations.
VM/Aware Collection
Actor and fashion philanthropist Evelyn Sharma says, “The progress in awareness for sustainable fashion in fast fashion retailers from H&M, Zara and now Vero Moda is amazing to watch firsthand. Brands that are becoming more conscious and want to create healthier shopping experiences for their customers are at the forefront of the movement and should set an example for the remaining fashion retailers with their initiatives. Let’s hope more brands follow suit for a more sustainable future.”
Keep giving in style!
Team SFD
All Picture Courtesy: Vogue.in
