Madame, one of India’s leading fashion brands, has taken yet another step in its commitment to sustainability.
The renowned women’s fashion brand aims to becoming a 100 per cent environment-friendly organisation as well as bringing down the carbon footprint by 80 per cent. The intent of the brand is to go carbon-negative by 2030.
The brand has also pledged to design and create collections that resonate with sustainability and ecological awareness.
In this regard, Madame’s recently unveiled Eco-Aware collection represents reproducibility through recycled fabrics, organic cotton and reducing waste to a minimum.
Further on the same, Akhil Jain, Executive Director, Madame, averred “We don’t believe in doing the minimum and calling ourselves responsible. We’re constantly innovating and experimenting with recycled materials in our endeavour to reduce wastage.”
He also added that from a high-consumption society, Madame is now moving towards consuming less, and more people are now inclined to classic fashion over seasonal fast-moving one.
Madame has also been investing in technology to explore innovative manufacturing techniques that reduce textile waste.
Talking about sustainable fashion, Parika Rawal, Design Head, Madame, says sustainable fashion is not just a trend, but the need of the hour today, adding “We need to find a way to redefine fashion by creating sustainable and ethical products.”
A lot of brands are making several changes in their process and what Madame aims to create is an offering that satisfies the demand to be environment friendly.
Madame, launched in 1993, caters to a wide range of apparels, handbags, footwear and accessories for women, and also offers fast fashion in-trend merchandise, casualwear and partywear.
