Style statements that enable a smaller plastic footprint- YES PLEASE! Masaba Gupta gave us just that with her latest fashion collection.
Her personal goal for 2020 was to help improve the state of our planet and she collaborated with the UN Environmental Programme and Oglivy to deliver a line of clothing that is geared to help wear out plastic. The clothing collection, which was launched in Mumbai in January 2020 along with the United Nations Environment Program (UNEP) and Ogilvy, seeks to lessen the use of plastic bags creatively and will be available in stores and online. Each garment is paired with an exclusive accessory, which is a detachable, reusable bag that can be used fashionably.
“Working around technicality, feasibility and design were definitely challenging but we managed to create our first ever conscious line and give back to the environment in our own way,” Masaba Gupta said while talking about the collection.
Not only has she managed to present a conscious collection, but all the garments are also unique, bold and oh so fun to wear. The gist of the collection is to create a functional garment where a piece of it becomes a reusable super cool fabric bag. The use of prints and color are a strong draw for the 2020 line. The silhouettes are creative and double up as multiple looks in some cases.
This endeavor is also supported by United Nations Environment Programme (UNEP) along with actor, UN Environment Goodwill Ambassador, and UN Secretary Generals SDGs Advocate, Dia Mirza.
For someone who started her label at the age of 19, creating a splash with her eye-catching prints and bursts of color, 2019 was a turning point personally and professionally for Gupta. Her brand marked a decade in the fashion business and her aesthetic has been defined as contemporary with her Indian heritage peeking through and always very current. DNA remarked her work has “a unique Indianness in a very modern context”, citing her “Tamil script sarees and jackets” and the way she uses cotton and muslin.
With this new collection, Masaba Gupta has a message for other designers, “I would really encourage people out there to incorporate this collection and do it their way…I think this is the one thing that is not about plagiarism; it is about doing our bit for the environment.”
We sure look forward to more such movements – from silhouettes to beating plastic pollution.
Hira Zubair is a Pakistani born New Yorker living in Brooklyn. She dances her way through life, dreaming of a world without borders. Wanderlust, dancing, soul connections and gastronomy form the epitome of her human existence.