Say NO to Plastic in Style! Masaba Gupta's House of Masaba launches an 'I Will Wear Out Plastic' clothing line, a fashion statement for the environmentally conscious.
UNEP India joins hands with fashion maven to launch an innovative campaign to highlight its work on phasing out single-use plastic via this range. Masaba Gupta enriches this initiative by creatively transforming the campaign into a clothing line. The clothing line with detachable bags sends out a strong message on #BeatPlasticPollution.
Talking about this collaboration, Masaba Gupta 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. Plastic Pollution is one of the largest environmental threats faced globally and there is an urgent requirement and responsibility to address it. 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. We encourage people to understand our concept and try to recreate their own permutations and combinations to take this concept forward!”
This creative collection aims to reduce the use of plastic bags in a unique way. Each garment has, as 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!
Acknowledging this initiative, Atul Bagai - Country Head, UNEP India said, “Addressing environmental challenges such as plastic pollution call for behavioral changes in society and it can have a huge impact when an acclaimed fashion designer like Masaba Gupta makes an environment statement through an entire clothing line. We look forward to the success of this innovative idea and thank Masaba Gupta and Ogilvy for associating with us”.
Dia Mirza, a voice that has always urged one and all to be conscious about the environment, was also a part of the event. The stunner donned one of Masaba's creations from the line and gave a boost to the morale of this initiative.
A household name in fashion, Masaba urges her contemporaries and the audience to make fashionable yet more environmentally conscious decisions. This special collection will be launched by Masaba Gupta in Mumbai on January 22, 2020, in association with UNEP and Ogilvy India. It will be available in stores and online.
Fashion with a cause!
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(SOURCE: Instagram, Viral Bhayani)
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