New Age designer Amita Gupta presented her latest Spring Summer collection on the first day of FDCI’s Lotus Make-up India Fashion Week SS20 under her label “Amita Gupta Sustainable” which was a mix of traditional and fusion wear collection.
Amita’s S/S 2020 collection celebrates everything that makes our world a place of beauty. As we see everything from our planet deteriorating to ashes, the collection ‘Prith-WE’ celebrates everything that we’ve grown up with to become the individuals and the global community that we are today. Using the alluring techniques of Jamdani and Batik, the collection is made up of a variety of handwoven khadi fabrics translated into fun, easy to wear silhouettes.
Amita Gupta Sustainable stands to celebrate handloom weaving and fashion as a fusion of diverse woven textiles translating into divine garments. The revival of handloom weavers of India is a core initiative that the brand proudly takes on. The label strives for sustainability in every step of the way: Yarn to Yardage until the Final Garment. Catering to a market that recognizes the beauty of handwoven textiles in India and abroad, the designer seeks to giveaway authenticity with a dash of elegance.
To encourage the concept of Zero Waste in our lives, the collection utilizes the WARP WASTAGE from the looms and converts it into a range of exclusive garments.