Vol 1 | ISSUE ONE |2020 Price: Rs.

150

ECHO F A S H I O N | C U LT U R E | L I V I N G

The current situation that the world is

facing, the very element of touch has
started to come under threat.

DISCONNECTION
Pg. 100

We asked the shoppers to stop;

instead they set up shop!

Switch
TO
SUSTAINABILTY
Pg. 78

With people staying in at their

houses, loungewear becomes the
new workwear.

Loungewear:
new workwear
Pg. 126

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ECHO
ECHO

ECHO is a quaterly, 134 page print

magazine that collects ideas from
all around the world in terms of
Fashion, Culture and Living.

Printed in India, each issue is filled

with playlists, specially curated for
our subscribers along with articles
that cover the latest aspects of
what is going around us.

Publication Design by Diya Ahuja and Rashi Goel

8 9
ECHO ISSUE ONE |2020

SUBSCRIBE TO ECHO

Echo is published four times a year. To subscribe to

our magazine, visit www.Echo.com/SUBSCRIBE or mail us at subscribe@echo.com

ECHO is a quaterly, 134 page print magazine that collects ideas from all
around the world in terms of Fashion, Culture and Living.

Printed in India, each issue is filled with playlists, specially curated for our
subscribers along with articles that cover the latest aspects of what is going
around us.

10 11
ECHO ISSUE ONE |2020

EDITOR’S LETTER
Diya Ahuja

Dear Readers,

ECHO is a quaterly, 134 page print

magazine thst collects ideas from
all around the world in terms of
Fashion, Culture and Living. The first
issue Of ECHO talks about every
aspect from the perspective of the
current situation that we’re in right
now. To embrace the new normal,
the content that we’ve curated,
covers everything from skincare
remedies to The Quarantine Edition
lists. Our cover story gives an insight
as to how sustainable fashion is the
need of the hour and how each
of our choices can make a huge
difference altogether. We hope that
you resonate with ECHO as much as
we did while making this.

12 13
ECHO

Customer Care
+919891088522
media@shadesofindia.com

Editor
Diya Ahuja

Creative Direction
Lori Pathak, Jessica Arora

Publication Design
Diya Ahuja, Rashi Goel

Contributing Writers
Diya Ahuja, Rashi Goel, Lori Pathak,
Jessica Arora, Sanaya Dutt

Contributing Photographers
Diya Ahuja, Rashi Goel, Lori Pathak,
Jessica Arora, Sanaya Dutt

SUBSCRIBE
Echo is published four times a year. To subscribe to
our magazine, visit www.Echo.com/SUBSCRIBE or mail us at subscribe@
echo.com
14
ECHO ISSUE ONE |2020

Contributors
I S S U E
F I R S T

Jessica Arora
T H E

Rashi Goel
Rashi Goel has a keen Jessica is a blend of
interest in graphics and art creative and business
/

direction. With different mind. Ambition and

interests, Rashi wants to positivity is her mantra to
explore everything that’s a successful life.
E C H O

out there.

Sanaya Dutt
Diya Ahuja

Lori Pathak
Diya Ahuja has a keen
Lori is a diligent girl with With a keen eye for
interest in Graphic
a creative flair, and colour palletes, Sanaya
Design and Art Direction
interested in creating Dutt is all about styling, art
in fashion. Her work is
Graphics in Fashion. and creative direction. A
usually minimalistic and
She wants to explore model and entrepreneur,
therefore she’s learning
the various aspects the her new mission has
and exploring different
subject has to offer and is made her explore the
forms to expand her style.
up for any challenges. world of slow fashion and
sustainable living.
16 17
ECHO ISSUE ONE |2020

20 Green Avenue Road, Vasant Kunj

New Delhi

Customer Care
Mon-Sat: 10:00 am - 6:00 pm
info@bodice.co.in
18 19
 23 88

CULTURE
ECHO Jam Confining Nuptials

26 94
Plants in Indoor Spaces Freedom Fabric makes a
comeback
29
Dying Art of Crochet 100
Disconnection
CONTENTS
30
The Kitchen Salon 104
IndiGenius Labels: The
New Game

23 86
32 110
34
E-Commerce, Only Esscape

40
Sustainable Swimwear 112
A Lover’s Discourse
46
Alternate Canvas 114
FASHION

Isolation

LIVING
50
Crafty Business 116
Unfiltered: A Journey
56
Masks: Utility or Fashion?
122
Pessimism and Optimism
62
Old Memories, New Keepers
126
Loungewear: New
68 Workwear
Death of the Party Dress

72
Virtual Models: Boon or Bane

Editor’s Letter: Pg. 12

MastHead: Pg. 14
78
Switch to Sustainability
Contributors: Pg 16-17
ECHO ISSUE ONE |2020
ECHO Jam

Scan to Jam!

• Gooey: Glass Animals

• Yes I’m Changing: Tame Impala
• Renee: SALES
• Black Mambo: Glass Animals
• Love/Paranoia: Tame Impala
• Your Shirt: Chelsea Cutler
• Stand in Line: BANFF
• Gamesofluck: Parcels
• Becoming the Warm Jets: Cur-
rent Joys
• Moonchild: The F16s
• Nostalgic Feel: Bedroom
• Space Song: Beach House

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ECHO ISSUE ONE |2020

Jaipur
Customer Care
Mon-Fri: 11:00 am to 7:00 pm
0141-402398
shop@kichu.co.in
24 25
 ISSUE ONE |2020

Capsule Wardrobe in 5 steps

By Jessica Arora

A capsule wardrobe is a concise, curated

selection of timeless clothing. It can vary from
person to person based on differing lifestyles,
but the best pieces are the kind that can be
worn at work, during cocktail hour, and dressed
down on the weekend. Here are 5 easy steps
to create a capsule wardrobe.

1.Select a base color: Choose either Black or

Navy as the base color.

2.Add Neutral Basic Essentials: Select a few

neutral-color core closet essentials in white,
Ivory, Tan, Beige, Camel and Gray.

3.Select an Accent Color: Pick one, two or three

accent colors and add a few clothes with your
accenr colors to the capsule.

4.Add Patterned Items and Layers: Add one or

two patterned clothes(stripes, floral, plaid etc.)
and add a few layering items, If weather
permits(jackets, blazer, cardigan, coat etc).

5.Add shoes and Accessories: Add a few shoes

in neutral colors or accent colors, then choose
accessories like bags, jewelry and scarves to
complete the outfit.

Jessica Arora

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ECHO ISSUE ONE |2020

Benefits of Houseplants
By Jessica Arora

When interior spaces are embellished with

houseplants, they not just add greenery, These
Mother in Laws Tongue - living organisms interact with human bodies,
plantpapaya.co.uk minds and homes in ways that enhance the
quality of life. Indoor plants don’t just look
good, they make people around them feel
good mentally and physically, too. The most
beneficial properties are:

1.Releasing Water:
Plants like: Mother-in-law’s tongue, Rubber
plant, Spider plant and many more.
(Available on: amazon.in)

2.Purifying Air
Some of the air purifying plants are: Areca
palms, Weeping Fig, ZZ Plant and many more.
Available on: FernsandPetals.com

3.Improving Health
zz Plant-
Plants which are very known to improve health
Anselandivy.com
are Money plant, English Ivy, Boston Fern and
Golden Ferns and many more.
Available on: ugaoo.com

Peace Lily -
Getspruceup.com
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ECHO ISSUE ONE |2020

The Kitchen Salon

By Lori Pathak

Staying at home shouldn’t be a reason why

your skin should lose its charm. Who doesn’t
long for glowing, radiant skin?

1.Lemon-Banana-Purple Tea
Using purple tea as a DIY face mask is just one of
the many things you can do to take advantage
of everything it can do for the skin. Purple tea
works wonders and so does this recipe.

2.The Organic Banana Face Mask

This tropical face mask will give your skin such
a health, natural-looking glow, and it’s also
designed to be gentle enough on all skin types.

3.Yogurt and honey face mask

You don’t need to spend megabucks on facials
or stock up on scrubs to achieve super-smooth
and supple skin.

4.Lemon Face Masks

A facial that both exfoliates and moisturizes. It
not only helps in brightening the skin tone, but
also treats many other skin related problems.

5.Banana face mask

If you have mild to moderate acne, you might
want to incorporate this mask into your regular
routine. Bananas are packed with vitamin A,
which promotes skin-cell turnover and helps
pores stay clean. And while the turmeric
powder wards off acne-causing bacteria, the
baking soda absorbs the excess oil in your skin.

Customer Care
Lori Pathak
+917700907447
info@mishodesigns.com
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ECHO ISSUE ONE |2020

FASHION

34
E Commerce, Only Esscape

40
Sustainable Swimwear

46
Alternate Canvas

50
Crafty Business

56
Masks: Utility or Fashion?

62
Old Memories, New Keepers

68 Stuck in houses, experimental

Death of the Party Dress
makeup becomes the new therapy.
72
Virtual Models: Boon or Bane ALTERNATE
78 CANVAS
Switch to Sustainability
Pg. 46
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ECHO ISSUE ONE |2020

E - Commerce: Only Escape

There’s no doubt that the COVID-19 pandemic has added to business
challenges around the world, regardless of size, location, or funding. It has
slowed down sales for businesses across various industries. Especially fashion
and apparel, that lies under the non-essentials category.

By Jessica Arora
We live in a time where innovation has
entered each section of civilization,
from everyday living, governance
and health care services to the retail
business, the web has become a
centre mechanism for the movement
and exchange of information between
individuals, groups, and organizations.
E-commerce has become the fastest
growing trend, where traditional retailing
34
Add a hint of classic luxury with these beautiful pair of earrings.
is rapidly transforming from brick and
mortar stores to online retail stores. Given
the way that we shop is changing, it has
never been more important for retailers
to get online. Although no business has
been unscathed by the pandemic,
those that are suffering the most are
smaller startups that may not have the
capital or reserves to stay afloat and
companies that relied heavily on face-
to-face interactions, like hair and
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ECHO
nail salons, small fashion labels and small
jewellery stores.
As local and state governments issue shelter-
in-place orders, asking residents to remain
home for all but essential errands, businesses
— especially small local businesses all over
India are facing difficult decisions. Japneet
Sarla, an associate in Sarla Creations, Delhi,
a brand which specializes in luxury women’s
attires exclaimed, “The online process has
been working on an average speed. There
are various reasons. One being that when
you start the business on any social media
platform, it is not audience generic at the
first place. So we get inquiries from people
who expect cheaper rates and prices
whereas we deal in luxury clothing.”
Japneet further explains that it was not easy
to target the audience base they required.
Whereas they have benefited in terms of
their existing clients who weren’t able to
visit the store, but the clients are ordering
more comparatively, because the world’s
going digital and they are allured by their
posts and newly created online presence.
Quoting The Economic Times, in an article
published on Apr 25, 2020, titled “Survival
strategies for businesses during COVID-19
lockdown” where writer Roma Priya
explains, “It has become challenging for
most businesses to keep their financial
Photographed by: Jessica Arora wheels turning during the lockdown period
Product Styling by: Jessica Arora due to less revenue churn and the
general uncertainty in the global financial
environment.”
36
ISSUE ONE |2020
Shivan Aggarwal, Creative Director and
Founder of ANI clothing, Delhi, a brand
that specializes in ready-to-wear, which
was launched during lockdown said, “The
transition and dependency of the world of
technology made every industry realize the
utter importance of the same!
With very less brands, providing a suitable
fast fashion production along with partially
being sustainable, I decided to launch
a ready to wear women’s brand during
covid.” She further explained that The main
purpose of launching this during a lean time
in the industry was to take advantage of
people checking their phones and digital
market the brand intensively. There’s no
better time as people are on their phones
24/7 during lockdown, for her every
Instagram hashtag, line, picture matters.
ANI Clothing is not a luxury brand, people
preferred
buying casual clothes during the lockdown
too, which is why they were able to
survived!. As for her it was a cherry on top
that they constantly ran promotions and
incentives for them to not decrease
their purchases.
Aavriti Jain, The brainchild of Dhora India, A
brand which offers a unique signature style
that is bold, contemporary and inspired
by the province of Rajasthan, India said, “I
suppose we are still in that phase of surviving
through this pandemic as an industry and
as a country. This slowing down has made
us rethink and pause on several issues.” She
added that she only wishes to become
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ECHO
relevant and conscious with the future to
come. With an optimistic attitude she also
added that the
only solution for now is to thrive and stay
put.
Huma Zaidi, an associate in Diamella,
Delhi, a brand which specializes in Precious
Metal Jewellery, exclaimed, “To be honest,
we, like others, are still struggling to survive
online since this
pandemic shut the stores. This has affected
not only us, but we believe, everyone
irrespective of the industry. Being a brand
which specializes in precious metals, it is
even more difficult to gain trust online and
build a clientele.” Huma further exclaimed
joyfully, “However, time has taught us
online tactics too & we’re working on it. We
hope situations ease things for everyone.”
The changing shopper behaviour is
reflecting in a way that being homebound
and with very few places to go, this new
consumer that online fashion and apparel
retailers are targeting, is spending
more time on their mobile devices. It’s a
good idea to move past just mobile-web
ready online stores to setting up local apps
for your store. The easier it is for a shopper
to browse through your products, create
wish lists and make purchases, the higher
* *
38
ISSUE ONE |2020
will be the sales.
These are difficult times, and the new-
age, consumer is choosing to do their
bit in giving back to society. Fashion and
apparel brands will need to look into what
their targeted audience cares about the
most and work accordingly. This helps
them create a positive impression on their
customers and also do their bit for society.
Shoppers are still accepting the new
normal. That’s why their spending habits
have been changing week after week.
It’s not just consumer behaviour that your
fashion and apparel brand needs to
contemplate. Brands also need to identify
what products are shoppers looking for and
using. The closer they are to selling what
the shoppers need, the more likely they are
to purchase from the brand.
Consumer behaviour is still changing. But
the one thing that is clear from how even
the restrictions on lockdowns are opening,
is that digital is the way to go. For fashion
and apparel retailers who have been
under stricter lockdowns and restrictions,
the only way to tide over the pandemic is
moving closer to the demands of the
shopper.
*
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ECHO
Swimming in Sustainability
Sustainable swimwear is the new Summer combo for 2020
By Sanaya Dutt
As the call for sustainable fashion
echoes far and wide, the industry has
been quick to resolve the various issues
that revolved around the pollution
caused due to the vast manufacture of
fast fashion collections. “When we think
about pollution caused by the fashion
industry, the only thing that strikes us is
the problem of clothes ending up in
landfills, when in real life there is so much
more than meets the eye.” says Sneha
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ISSUE ONE |2020
Sharma, the owner of a second-hand
store, Bottom Drawer Vintage based in
Goa. “ I used to source a lot of swim wear
from local flea markets and vendors
to curate collections for my page. As I
got order after order, I realized that the
market for swimwear is huge but and I
didn’t know much about it. Out of sheer
curiosity I sat down to do some research
and stumbled upon mountains worth of
information
ECHO
of how bad the current process of making
swimwear is for the environment”.
The use of polyblend fabrics like spandex
and other synthetic materials pose a huge
risk to our environment, especially our
water lands. These fabrics shed 11 times
more micro fibre than cotton-based blends
after every wash. Micro fibres are extremely
small fibrous particles of fabric that ween
away from the fabric weave after every
wash.
They are small enough to pass through
meshes and sieves and usually escape into
our environment through the water that is
thrown out after it has been used to create
the garment. Once out in the water, these
micro fibres put the existing marine life
into grave danger. A recent study found
tangled masses of micro fibres inside the
abdominal tracks of fish, turtles and other
* *
42
ISSUE ONE |2020
forms of life present underwater.
The industry and its geniuses have been
quick to respond to this threat. One such
genius brand includes PA.ANI. PA.ANI is
an Indian brand dedicated to creating
100% sustainable swimwear. “We at PA.ANI
realized that fashion is not only the cause
of pollution, it can also be its solution. All our
swimwear apparel is made by recycling
old and out of use nets used for fishing.”
Using a chemical process to break down
the net fibre and reconstruct it into fabric,
PA.ANI recycles almost 15O kgs of waste
net per swimsuit. “It is our mission to be
ethical, eco-friendly and sustainable. “With
its minimal and clean aesthetic, PA.ANI is a
perfect example of a brand taking control
of its narrative by changing the way fashion
is perceived in the world.
*
Art: Anushka Kumar
Photographed by: Dhruv Prakash
Styling: Sanaya Dutt
43
ECHO ISSUE ONE |2020

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ECHO ISSUE ONE |2020

ALTERNATE
CANVAS
- Diya Ahuja

Art: Divyata Pal

Photographed by: Diya Ahuja
Art Direction: Diya Ahuja
46 47
ECHO ISSUE ONE |2020

Times like these, open doors to creativity.

People all around the world are doing
whatever they can, to make themselves
happy. Make-up is just another medium.
There’s no particular path to a perfect
make-up look now. Graphic lines, ab-
stract patterns, rhinestones as embellish-
ments for the eyes, the list goes on and
on. People have literally started to con-
sider this as a new form of self-expression.
Every day brings a new mood and a new
style to explore. Now that people have
nowhere to go, exploring different styles
to express themselves is the new trend.

Art: Divyata Pal

Photographed by: Diya Ahuja

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 ISSUE ONE |2020

Crafty Business

The Struggle of small businesses and their efforts to keep their business and
their ‘extended family’ keep going during this pandemic.

By Lori Pathak

The pandemic has hustled a large
population’s lives and affected
the fashion industry to its core. The
‘kaarigars’ of the fashion industry and
their problems have gone unnoticed by
the people in power. Their struggle for
survival did not catch the eyes of the
general public as well.
During the nationwide lockdown,
some had the privilege of working from
home, while others had nothing on their
plate. This industry, which employs a
massive number of artisans, tailors, and
embroiderers, witnessed a tough time, Artisans make designs on the clothes by hand and then the machines fill the design.
from the cancellation of the fashion
week in Delhi to pulling shutters on many
stores and factories.
Smaller designers, PR firms amidst others
have been pushed to the brink of
closures, while consumers re-examine
51
ECHO
their relationship with their belongings.
However, fashion designers make sure that
their extended families are not left in a
lurch when the economy is collapsing, and
every moment is a cliffhanger.
Quoting the Entertainment Times, in an
article published on April 12, 2020, titled
“Fashion industry unites for its karigars and
vendors with relief work” writer Divya Kaushik,
and Rishabh Deb wrote, “Sabyasachi
Mukherjee revealed he had sent all of his
workers on indefinite leave, and they will
continue to collect their salaries for as long
as possible. Anita Dongre has set up a Rs
1.5 crore medical fund to support small-
scale vendors, self-employed artisans,
and non-medical insurance partners.” But
these are known designers who came out
to help, but the workers from small scale
manufacturing units had a different say in
the topic.
Sanjay Mishra, 34-year-old embroiderer
from Pinal Creations based in Surat says,
“Sir was very helpful in the beginning, he
gave us full salary and helped us return
to our hometown. Once we returned, he
stopped sending the salary and has not
yet informed about the opening of the
unit.” Though the owner was paying them
initially and helped everyone return, he
now withdrew his help due to low income.
When the artisans need the money and
a job, the owner cannot guarantee them
about it.
Saqib, a 28-year-old tailor from Sanskar
Source: Yash Miyani
52
ISSUE ONE |2020
Group based in Surat has similar views, “Sir
asked us to stay at the factory itself, but due
to strict inspection and Covid guidelines
we were forced to vacate the premises.”
He had no other choice than returning to
his home town. When he was not able to
find a mode of transport and did not have
enough money to buy expensive tickets,
he decided to walk to Uttar Pradesh.
Even workers who were working in their
hometown had to face multiple problems.
Kishan Tiwari, a Chikankari embroiderer in
a small-scale workshop, Zeenat Chikankari
centre, expresses his situation by saying,
“Working in a small-scale workshop has its
own drawbacks, ma’am tried to pay us but
we never received full salary. We had to
adjust in whatever we got.” He further talks
about how other NGOs helped him and
others in his area by providing food. He was
not the only one; other workers suffered the
same fate.
Though many designers and owners could
not help their workers because of lack of
money, even when they wanted to help,
they couldn’t as small businesses are not in
a position to process structured paperwork
to get bank funding, which results in the
closure of these businesses. Hence to
prevent that, they stopped helping the
workers and are still not particular about
when they will reopen, creating financial
problems for the workers.
Some owners tried to do everything they
could. From providing shelters to food,
53
ECHO
they stood with their workers throughout
the lockdown. Usman, a 30-year-old tailor
from Bela Creations in Lucknow, said,
“Besides paying our wages, ma’am kept
additional supplies at home if we ran low
of ours. She’s been talking to us regularly,
reassuring us, making sure we don’t fall
victim to fake information and rumours
about the pandemic. Her everyday routine
now is regular video calls to uplift our spirits
and keep track of our essential supplies.”
Further, he adds that when workers were
away from their family, during such a
crisis talking to the owner helped them
and encouraged them to stay, instead of
walking on roads.
Not only designers were helping their
workers, but fashion magazines also took
the initiative. Condé Nast India launched
‘Behind The Mask,’ a ground-breaking
multi-faceted campaign to raise awareness
of our craft families’ public safety and
economic hardship. Vogue India and GQ
India are coming together for the first time
in a multimedia partnership with Myntra
for a six-part video series featuring some of
India’s leading names in fashion design, as
they unmask their creative self.
Quoting from Vogue, in an article published
on August 13, 2020, titled “Everything you
need to know about Behind The Mask, a
Vogue + GQ initiative” writer Garima Gupta
wrote “Each episode, entirely shot and
produced remotely, follows Anita Dongre,
Tarun Tahiliani, Rahul Mishra, Gaurav
* *
54
ISSUE ONE |2020
Gupta, and Manish Malhotra to be aired
on Discovery Plus and TLC lifestyle channels
from August 17, as they reveal their lives and
learnings under lockdown. The episodes’
highlight is a symbolic creation of a face
mask, conceptualized and crafted by the
designers, with materials available in their
homes.
The five designs reflect the spirit of Indian
indigenous crafts. From Dongre’s Pichhwai
artwork and Mishra’s tribute to hand block
printing to Gupta’s digital rendering of
Pattachitra scroll paintings and more, the
designs are dedicated to crafting practices
and the societies that hold them alive. Not
only the project’s aim to get consumer’s
attention was achieved, but the sales also
helped the pandemic struck artisans. All
profits from the purchases were given to
seven NGOs associated with GiveIndia,
which provide relief to weavers, handloom
workers, and ancillary artisans spread
nationwide.”
Though many people from the industry
are working together to help the artisans,
no one can change the fact that many
new designers and small manufacturing
units suffered a significant loss, resulting in
the closure of them. The craftsmen working
for them will be unemployed, even the
ones which are not closed will need time
to replenish. When the situation is normal,
these artisans will need financial stability,
which no one can guarantee.
*
New Delhi
55
ECHO
Modish Necessity
Face Mask: Accessory or Necessity ?
By Rashi Goel
Who could have known that face masks
would become the most remarkable
fashion accessory turn up in the year
2020? This pandemic has affected
various things all around the world.
Earlier, whenever people used to head
out, they did a quick three-step check
to see if they got their wallet, car/
home keys, and phone. Ever since the
pandemic, this three-step check has
56
ISSUE ONE |2020
upgraded to four-step check. People’s
mind has been trained to make sure
you’re wearing a face mask when
going out.
Wearing a mask is crucial now. Keeping
ourselves protected is a must but that
doesn’t mean that people can’t protect
themselves in style. From designer to a
normal person everyone is craving for Illustrated by: Rashi Goel
uniqueness and variation in their face Pearl Academy, 2020
57
ECHO ISSUE ONE |2020

mask, designers started experimenting with Fashion statements have completely

different designs, patterns and colours to
create face masks.
“Seeing this unprecedented condition,
wearing of Masks has become a bare
necessity” says Ishita Chaudhary, aged 28,
a Delhi-based Lawyer. Facemasks have
become an essential during the coronavirus
outbreak and now the fashion world is
making it trendy, from boring monotones to
stylish designs. “Even if you are turning out
of home for a minute. It may not be 100%
protectable but with whatever means it is
for the safety of oneself & for others too.”
She adds.
People are being cautious and safe with
a little pinch of fashion. They are evolving
according to the demands of nature.
Variations are a part of evolving so we
humans are following the suit. “More than
a necessity, today it has become an
accessory,” says Chesta Katyal, aged 24,
Owner of Encanto Salon, Delhi. The mask
as a product has grabbed a lot of attention
suddenly. “It was more of a necessity
when we are using those surgical masks
called N95. From a precautionary thing,
it has completely turned into a fashion
statement” claims Chaudhary.
changed because masks have now
become a great accessory. But with the
changing time, the situation has changed
so much that people have brought a touch
of fashion even in this pandemic time. “It is
essential to make them a fashion statement
to raise awareness and make them more
widely accepted. If masks could be worn
as an accessory to complement our
outfits, mask-wearing could become more
engaging” adds Katyal.
It is easy to understand the demand for
face masks in COVID-19. Many famous
brands and labels realize that the face
masks are here to stay, and they are trying
to capitalize on this newly introduced
fashion accessory. “From matching masks
with wedding attires to same print masks,
diamond masks to designers masks, from
cartoon masks for kids to name printed
masks for business units. Hell a lot of varieties
have now turned up in the market. People
are now usingthe masks to build up their
brand image & for brand promotions,” said
Chaudhary.
It doesn’t matter what your face mask looks
like, where you got it, or how you made it,
wearing a functional one is all that matters.
Since COVID-19 isn’t going away any time
soon, we just have to go along with it.

“Nowadays, most people are taking it as a forced necessity as they are either
wearing it because of the fear of challans, or people around will pinpoint or just for
the sake of wearing it (below nose or over chin- which is completely baseless and
ruins its very purpose). Moreover, with multiple options around, necessity is turning to
a fashion accessory.” says Kartik, 25, Designer at Odhni.
“Before the pandemic too, there were brands selling masks that existed. There will
be demand in the market when schools and colleges reopen.But unless the disease
is 100% gone, it’s going to remain a necessity and brands are going to earn, so
they’ll make a statement out of masks only”says Mehlr Kalra, aged 26, Delhi-based
Photographer.

* * *
Illustrated by: Rashi Goel
Pearl Academy, 2020
58 59
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60 61
ECHO ISSUE ONE |2020

Old Memories, New Keepers

With people picking out clothes from their grandparent’s closet, vintage is
becoming the new classic.

By Diya Ahuja

Vintage clothing is more than just a due to the environmental concerns

Art: Poorna Dixit
Photographed by: Diya Ahuja
Art Direction: Diya Ahuja
62
trend. It is something that connects us
with a lot more history than we can
even think of.
Quoting the Business of Fashion, in an
article published on March 5, 2020,
titled, “Inside the secret world of Vintage
Fashion Scouting”, writer, MC Nanda
wrote, “The demand for vintage and
thrift clothing has risen in recent years
63
as well as the nostalgia boom that has
Gen Z and Millennial consumers looking
to the fashion of their(or their parent’s)
youth”.
Ananya Agarwal, a 22-year-old student,
based in New Delhi says, “Vintage
fashion to me, is the feeling of familiarity.
It has the right amount of nostalgia and
so many stories to pass onto different
ECHO
generations”.
Sarees have been passing on from one
generation to another. It gives them the
freedom to play around in terms of one’s
style. The feeling of owning something
which talks about culture and traditions,
adds up to the value of it.
Khushboo Changlani, a 19-year-old,
Mass Communication student at HR
college in Mumbai, says, “Vintage fashion
immediately connects me to my mother. My
mom is a huge fan of vintage fashion from
all around the country. From Kanjivaram to
Ghatchola, she’s been collecting sarees
since her childhood. So, whenever I look
at a vintage piece of clothing, it always
reminds me of her”.
In modern times like these, draping a saree
isn’t just limited to the traditional way.
People have been experimental when it
comes to inculcating vintage clothes in
their style.
Sneha Mankani, a 29-year-old, a home
baker and a fashion enthusiast, based
in Patna, says, “I like adding something
modern and contemporary to every piece
of vintage clothing, to give it my personal
touch. I mostly experiment with different
and unique ways to style it. I remember
getting this beautiful skirt stitched from my
grandmother’s 15 year old, Banarasi saree
and it has been one of the most treasured
pieces of clothing in my wardrobe”.
Quoting from Femina, in an article
published on July 30, 2020, titled, “Vintage
is about emotion”, writer Yukti Sodha wrote,
* *
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ISSUE ONE |2020
“Vintage clothing is an emotion that brings
a sense of joy, Although it came into the
spotlight in the 1960s, we have gradually
seen it evolve to become a lifestyle
choice. Vintage fashion primarily stands for
upcycled products and is one of the most
sustainable practices to follow if you’re a
conscious customer”.
Sneha, further says, “One of the major
reasons why I believe in vintage and
second-hand clothing is because of
upcycling. I’ve started getting conscious
about buying fast fashion and I try to
upcycle and recycle clothes just like I got
my mother’s saree, tailored into a formal
suit”.
Khushboo adding to this perspective says,
“I don’t like throwing away clothes, it breaks
my heart and this is something that I’ve
learnt from my family. I think of altering them
and then reusing them in different ways, for
different ways, for different occasions”.
Vintage clothing is something that can
never go out of fashion. People are bound
to come back to this, time after time and
this is what makes it a classic.
Ananya adds on to this by saying, “One of
the major reasons why I believe in vintage
clothing is because I feel that fashion is Silver Jewellery is an amazing add on to anything Indian.
cyclical and every style certainly becomes
new again. It’s just a matter of time”.
•Khushboo Changlani (A 19-year-old student)
Clothing represents a lot about a person. “I like keeping it simple when it comes to clothing. I believe vintage clothes have
Owning a vintage piece is just a cherry on certain elegance, the way they are”.
top. It has a story and a history behind it. It’s
interesting to think about what kind of life it •Ananya Agarwal (A 22-year-old student)
had before. It’s an experience all-together.
“I like to customize it to loose shirts and pants to fit the vintage feel into my style”.
* •Sneha Mankani (A 29-year-old fashion enthusiast
“I like to wear my vintage clothing with a lot of junk jewelry. I feel like it completes
the whole look and accessorizing it is always fun!”.
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66 67
 DRESS
IN
DISTRESS
- Lori Pathak
With everyone forced to stay at home,
the sales of comfort wear have sprung
up. People are buying comfortable
sweatshirts and pajamas instead of
dresses and skirts. Since there is a halt
on parties and outdoor activities, glam
outfits and formal wear are losing their
wardrobe space. When you buy com-
fortable clothes that look good on you,
there’s no going back.

Everyone is entirely making space for

loungewear in their wardrobes. That’s
why, when comfortable trends hit, they
rarely go away. Now, the question is that
will we ever to return to those bodycon
dresses?

Concept: Lori Pathak

Photographed by: Lori Pathak
ECHO ISSUE ONE |2020

Virtual Models: Boon or Bane

As everything from school to galleries has gone virtual in the past few
month’s fashion isn’t far behind. Inspired by the rise of influencers, some of
the earliest virtual models first appeared on Instagram.

By Jessica Arora

A variety of CGI ( computer Generated Quoting the Trendhunter.com, in an

Illustrated by: Jessica Arora
Pearl Academy, 2020
72
Imagery) models can be found posing
for high-fashion editorials and starring
in their own campaigns, especially in
the Covid times. These picture-perfect
models are changing the way products
are marketed to consumers and
also show off how incredibly realistic
computer-generated digital humans
can be.
73
article published on June 20, 2019, titled
“18 Virtual Model Innovations” where
writer Laura McQuarrie, exclaimed
“While some brands like Ugg and
Balmain are welcoming well-known
digitally created models like Lil Miquela
and Shudu into their campaigns,
others like skincare brand SK-II, luxury
e-commerce platform YOOX and
streetwear label Waviboy are creating
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avatars that personify their unique identity.
As well as appearing front
and center on the covers of magazines,
these virtual avatars are also being shown
alongside human models in various
lookbooks and are also being signed to
international modelling agencies.”
“The worlds of fashion and brand
endorsements are evolving as we speak,
with the increase in popularity of virtual
models of social media surely brands will
collaborate with them.” Said Aarti Luthra
Arora, 40, Won the title of Mrs. Supranational
in a beauty pageant - Mrs India worldwide,
Delhi. She has also an Image Consultant
and Soft Skills trainer. She Further added
that in her opinion, these virtual models
can never replace the human models.
When we talk about the raise in Virtual
modelling, one thing is for sure that virtual
models do exist but not a prominent
manneratleast for now and also maybe
not in future since we humans look up to
the models for inspirations or clothes are
bought for festivities and lifestyle and these
factor comes from bodies behaviour and
conduct and a Virtual Model can never
show a behaviour or a conduct that as a
human being can show in a garment.
Zoe Dvir, 23, Virtual Model, Israel explained
“Brands are still checking things carefully,
but saw lots of interesting and understanding
the quality and pros using virtual models”,
Quoting The ukmodels.co.uk, in an article
published on Jan 6, 2020, titled “The Future
of Modelling – Can Virtual Models Really
Replace Real Faces?” Where writer Melissa
Keen said “The lines between real-life
models and computer-generated “virtual
models are becoming very blurred. Top
brands are using fictional models to wear
their designs and share millions of followers
on Instagram.” According to Zoe, Virtual
* *
74
Models can live among humans but not
replace them.
Ninja Singh, 28, Super Model, Founder and
Director of Ninja Models India, A Model
Management Agency said “Brands are not
collaborating with virtual models instead of
human models. It is the human tendency
to challenge himself and challenge the
whole idea of technology, now that rtificial
Intelligence has come into such a big role
play in our day to day lives, people think
that Fashion sector might also be a place
for robots and virtual models but that’s
not true fortunately. The fashion world
is very organic as well as, the rest of the
world since fashion is something which is a
representation of a generation and how
people have lived in a time span.”
Living in the digital age, where many
people are spellboung to their phones
and laptops and due to everyone being
homebound, there is no reason for anyone
to not be transfixed by the technology, one
could argue that reality is already taking
a back seat. It is as though the fashion
industry feels it has to react to the current
trend in order to avoid getting left behind.
“I think virtual humans are a natural thing
to come after Artifical Intelligence and
Chat bots become part of our daily life.
Virtual humans express the realization
of Computers, Artifical Intelligence and
machines” said Zoe.
With innovations using advanced
technology, Virtual Models may seem like
the answer in a post-Covid world, which
will rely heavily on social distancing. But
will it replace human models over time?
Will Human Model and Virtual Model can
co-exist without intervention? We’ll just
have to wait to Find out.
*
Illustrated by: Jessica Arora
Pearl Academy, 2020
ECHO ISSUE ONE |2020

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ECHO
Switch to Sustainability
We asked the shoppers to stop; instead they set up shop.
By Sanaya Dutt
Sustainability is no longer just a concept;
it is a way of life. A beacon of hope for the
generations to come, it is a revolutionary
new approach that illustrates the
benefits of not only investing in a better
future, but into a better future that can
be sustained. It requires a change to
be brought to an individual’s mindset
to break out of their previous pattern
of creation and consumption and into
a more environment friendly and socio-
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ISSUE ONE |2020
economically conscious way.
While there are a number of ways in
which an individual can incorporate
sustainable practices into their lives,
there is however one particular practice
that has caught on monumentally,
primarily due to the worldwide outbreak
of the Covid – 19 Pandemic. This is the
Peel away the layers to see that what lies within is imperishable.
practice of investing and indulging in
Sustainable Fashion.
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ECHO
With the outbreak of the fatal Corona
Virus during the early months of 2020, State
governments across the globe released
emergency directives restricting any and
all forms of social gathering and public
movement with an exception to essential
services. This led to numerous fashion
retailers and outlets to shut down shop and
seize almost all production and activity until
further notice. “Our staff left to go back
to their respective hometown in a matter
of hours fearing the risk of unemployment
and death due to this forsaken virus.”
commented Mr. Jitesh Lakhwani, the
owner of a large scale garment production
and export house in Delhi.
With almost all fast fashion outlets shutting
down for more than two seasons, it
was observed that a large section of its
consumers finally had the opportunity to
break away from their helpless habit of
being attracted to flashy sale signs and
new collections like moths to a flame. “I had
a weekly routine to visit malls and stores to
window shop and three out of five times I
would end up purchasing something or
the other. It’s a habit that helped me relax
and unwind after a stressful week of work.
I really miss that!” exclaims Girik Madan, a
student of NIFT, Kolkata.
Prisoners to their need to shop regularly,
they had been cut off from their source, left
high and dry and aching for some good
old retail therapy. Finding an alternative
to satisfy their need to shop became
imperative as the world outside shut us in.
Art: Sanaya Dutt
Styling: Sanaya Dutt
Photographed by: Dhruv Prakash
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ISSUE ONE |2020
At a time where the world was forced to
focus only on their essential needs, as
resources ran low and people struggled
to afford the variety of luxuries, they once
lavishly indulged in, a large majority were
introduced to the idea of sustainable living.
To make do with what you already have
and only take what you truly need. This
ideology extended to the world of fashion
as well. As the demand and supply ran
low, both brands and customers revelled
in a sense of need-based production and
purchase which led to the rise in awareness
and practice of Sustainable Fashion.
Sustainable Fashion from a brands
perspective is to create in a way which
is most considerate of humanity and the
environment. The goal is to have a system
which works without leaving a negative
footprint. “It’s not just about creating a
product that lasts but creating it in a way
that doesn’t have an adverse effect on
the environment. There are numerous
ways to achieve that.” stated Aashna
Sign, owner of Olio Stories. “For example,
we encouraged our audience on social
media to send in customized orders rather
than having to buy ready-made items. In
this case we were supplying directly to the
demand, nothing more and nothing less.”
On the other hand, for a customer, this
means thinking about what you buy,
knowing which philosophies you are
supporting through your purchases, and
also asking yourself if you are really going
to wear that new piece to the extent that it
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was worth being made. This makes both
the brand and customer more aware of
the consequences of being a part of the
endless cycle of production and purchase.
Mislabelled as expensive and high
maintenance, sustainable fashion is largely
misinterpreted as a high snob society trait
that only the rich can afford, when it is in
fact nothing like that. It is the ability to make
more conscious choices while indulging
in fashion. It does not always require you
to shell out more money than you can
or compromise on what you like. It starts
simply with a switch. To switch to a better
alternative which will yield a better result in
the greater scheme of things. To switch to
a better lifestyle which will ensure a better
future for the planet, the people and most
importantly you.
In light of the recent pandemic, we
observed a huge spike in individuals
actually switching to this conscious lifestyle
by choice. With both external and intrinsic
factors at play, the world of sustainable
fashion has slowly but surely made its way
into everyone’s lives (and closets). As the
stores were forced to shut down and the
shoppers were asked to stop, they quickly
adapted and in turn set up some of their
own. As the world outside remained shut
behind closed doors, this small sustainable
business began to blossom. The rise of
reselling pre-owned clothing via online thrift
stores caught on as a trend which spread
faster than wildfire.
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ISSUE ONE |2020
“It’s no longer about the brand, it’s about
being able to wear something and feel
good in it. At the end of the day fashion is
about individual style and more importantly
how you feel when you’re wearing what
you’re wearing. If I feel good in it, I don’t
care if it’s from someone else’s closet.”
says Anushka Kumar, a fashion and design
student from Mumbai who is an avid online
thrifter. “Almost everything I have bought
during lockdown has been from some else’s
closet and I have had no complaints so far.
Just make sure to ask for any defects or
damages on the garment before making
the purchase and you’re good to go. I am
sure I will continue thrifting even once the
stores open and everything goes back to
the old normal.”
Although, do these online second-hand
stores fulfil the shoppers desire for variety?
Do they have something for everyone?
“It’s actually quite simple to find what you
like. When you’re on social media you
usually end up finding like-minded people.
Similarly, you will also find people who share
the same style as you and to be honest, the
Instagram algorithm does most of the work
for you. Click on one thing you like and
you’ll slowly find hundreds like it appearing
on your screen in no time.”
Other popular and sustainable fashion
practices which are generally slightly
heavier on the pocket include buying from
small scale brands that follow an end to
end sustainable process of garment
Art: Sanaya Dutt
Styling: Sanaya Dutt
Photographed by: Dhruv Prakash
83
ECHO
manufacturing and production. This
includes producing clothes from sustainable
raw materials such as organic cotton
instead of synthetic cotton blends that
release millions of micro fibres, polluting the
water with every wash. The manufacturing
process must include the proper treatment
of the water used for dyeing the garment
as well as trying to incorporate a Zero Waste
method of production. The Jodi Life is one
such example of an end to end sustainable
brand that is involved in its production
process from start to end.
“Our work is centred around block printing
so we don’t end up using more resources
than we need. Our products centre around
sustainability which is why we are involved
in the process of manufacturing from start
to finish. All our scrap fabrics are collected
* *
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ISSUE ONE |2020
and stored to be recycled or upcycled
ensuring that nothing goes to waste.” The
Jodi life also embarked on a Zero Waste
mission wherein they released a collection
of hand stitched applique blankets made
completely from upcycling scrap fabric
left from their previous collections. “The
response we got was phenomenal but
what felt good was the fact that we knew
that we had done right by the brand,
and the environment. Nothing felt more
rewarding.”
Sustainability is neither an option, nor a
choice. It is the need of the hour to change
our pre-existing outdated practices that
are causing more harm than good. All it
requires is a first step to be more conscious
and aware of our choices we make and
what their consequences will be.
*
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CULTURE

88
Confining Nuptials

94
Freedom Fabric makes a
comeback The current situation that the world is
facing, the very element of touch has
100 started to come under threat.
Disconnection

104
DISCONNECTION
IndiGenius Label: The New Game
Pg. 96
86 87
ECHO ISSUE ONE |2020

Confining Nuptials

Even quarantine couldn’t stop them from getting tied forever.

By Rashi Goel

What happens when lockdown throws
a hurdle on the way to matrimony. Well,
a sudden drastic change in anything
brings a lot of chaos. Especially when it
comes to the day of the wedding when
people have been dreaming of it for a
long time.
Ridhima,27, and her spouse Ankit,30,
were getting married on 15th of April,
2020. Both had a specific vision for what
88
They refused to let the lockdown dampen their spirits and had a zoom wedding
they wanted their wedding day to look instead.
like. “All our dreams got shattered” said Source: Riddhima and Ankit
Ridhima.
“Even though we incurred huge losses
because of the sudden cancellations, it
was a comforting moment to know
that I can still get married during the
lockdown with my immediate family
around me” she adds.
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Indians love to get gathered in close
groups, be it on public transport or wedding
ceremonies. They can not continue to do
so in these times. Even so, Ridhima’s partner
who is quite tech-savvy gave a wonderful
idea of making the wedding broadcast
online. From Trimming the wedding guest
list to fewer attendees to private zoom call
meetings was sent to close relatives. “For
the rest of the world the wedding went
live” mentioned Ankit.
The old culture is back again to rock. The
trend of simplicity and focus between the
ceremony of being husband and wife.
Earlier, people used to get married in their
‘Aangan’, people seem to be doing the
same now.
Recasting the idea of the luxurious Indian
wedding —with guest lists running into
many hundreds. Lakhs of rupees spent on
* *
Source: Riddhima and Ankit
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ISSUE ONE |2020
multiple functions and elaborate clothes-
couples going back to the basics on
arguably the most important day of their
lives. “In the end, it’s all about marrying the
person you love, so at least you get to do
that,” she giggles.
Wedding Industry has been impacted due
to lockdown in the wake of COVID-19. Now
the conception of a virtual tiny low-key
ceremony, getting married at Backyard is
drifting.
Wedding culture is usually sold as ‘your
perfect day’. Settling for simplicity is not like
settling for less. “At the end, we realised
being happy with your close people in
a wedding is what all that matters,” she
concludes.
*
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ECHO ISSUE ONE |2020

Freedom Fabric Makes a Comeback

Due to the increase in sustainable fashion and nationalism in today’s

youth khadi, the home-grown fabric has become the new ‘it’.

By Lori Pathak

Art: Ishita Shail Pathak
Styling: Lori Pathak
Photographed by: Lori Pathak
94
From being a symbol of self-reliance,
sustenance, and hard work to evolving
and becoming a luxury product,
Khadi has come a long way. Almost a
century after the Swadeshi movement
propelled the nation to stand on its feet,
the hand-spun and handwoven fabric,
Khadi, has acquired a space in the
millennial wardrobe.
Many designers like Rajesh Pratap Singh,
95
Rohit Bal, Anju Modi, Payal Jain, Poonam
Bhagat, and even Manish Malhotra
have showcased their collections
around khadi in various fashion shows.
Not to forget brands like Eleven Eleven,
Akaaro, The Pot Plant, and many more
embrace the freedom fabric.
Designers feel that perception of khadi
needs to be changed, and couturiers
are working toward giving the fabric a
ECHO
contemporary makeover. Many designers
have experimented with Khadi by giving it
western touch. Ritu Beri, a fashion designer
whose collection consisted of Indo-
western silhouettes which reflected the
Indian charm with a modern flavour. They
have also launched their collection in an
international platform which was made
from khadi. Fashion designer Manish Tripathi
is taking khadi global. He is exporting pocket
squares, ties, home furnishing, apparels
and accessories to European countries.
Among all the reasons for Khadi being so
popular, comfort is a major one. Nachiket
Lakhani, a 20-year-old, medical student
from Ankleshwar, says, “Khadi is a summer-
friendly fabric, and wearing it during long
college hours is very comforting.” He
further adds he has long college hours, and
then he has to report for practical, and in
between shifts, he doesn’t get enough time
to change, so wearing a light fabric helps
his skin breathe.
Prachi Tripathy, a 21-year-old, fashion
design student from Mumbai, says, “The
fabric has an extremely sophisticated look
and feel. Not only Khadi is easy to wear, it
has a premium feel to it as well”. She also
mentions that being a handwoven and
hand spun fabric, Khadi is a luxury item,
and hence it is quite expensive.
Khadi is more than just comfort wear. There
are many other aspects that people look
for when it comes to using this fabric for
their attire. Yash Miyani, a 20-year-old,
fashion design student, says, “Sometimes,
* *
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ISSUE ONE |2020
dark or bright colours can be quite an
eyesore, especially during summer. Khadi
comes in hues that are extremely soothing
to the eyes.”. He also talks about how the
fabric has come a long way and can be
moulded in many ways, depending on its
personality.
Apart from being comfortable and chic, the
fabric is also popular because it promotes
sustainability. Muskaan Singh, a 22-year-old
engineering student from Lucknow, says, “I
like the fabric because it is fashionable and
sustainable. The fact that it comes with the
‘Made In India’ tag also adds on the whole
feel of it.”
Quoting the Financial Express, in an article
published on May 8, 2020, titled as, “Khadi
and Village Industries turnover touches
record Rs 88,887 cr in FY-20”, writer PTI,
wrote, “Looking at the performance in
the last one year, the turnover of Khadi
registered a growth of 31 percent from Rs
3215.13 crore in 2018-19, to Rs 4211.26 crore
in 2019-20. The Khadi and Village Industries
Commission (KVIC) also stated that, the
turnover of Village Industries products
reached to Rs 84,675.39 crore in 2019-20, There’s nothing to beat the feel of the home-spun fabric that Mahatma Gandhi so loved.
registering a growth of over 19 percent
from the previous year, i.e. 2018-19, which
was at Rs 71,077 crore.”
When everyone is proudly embracing •Khadi, also known as Khaddar, is made by spinning threads on an instrument
fashion statements from the ‘80s and ‘90s, called a charkha. It is woven and spun by hand; hence it is a time-consuming
why not include our own? Khadi is highly process.
popular again and is affordable too. There’s •The versatile khadi fabric has the unique property of keeping the wearer warm in
nothing better than a homegrown fabric winter and cool in summer.
like khadi to define the Indian millennial.
•It has a coarse texture and gets easily crumpled, and therefore, is starched to
keep it firm and stiff.
* •On washing, it is more enhanced; the more you wash it, the better is the look.
•Khadi does not quickly wear out with a shelf life of at least four to five years.
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DISCONNECTION
- Diya Ahuja

Art: Dhiti Pahuja

Photographed by: Diya Ahuja
100 101
ECHO ISSUE ONE |2020

The basic need for humans is physical

intimacy. Now, the current situation
that the world is facing, the very ele-
ment of touch has started to come un-
der threat. Communication has been
reduced to a 6-inch screen and peo-
ple are struggling each day, just to feel
the warmth of a hug.
“I don’t mind not being there physically.
What I really mind is knowing that I
don’t have an option to be there”,
says Devdhar Bhatia, a 20-year-old, a
student in Mumbai, who hasn’t seen his
girlfriend in 6 months.
The sense of physicality, which we
used to take for granted, has made
us introspect the definition of what
relationship means to each one of us.
Times like these, bring a lot of people
together. From families to relationships,
people need human contact. If not
physically, love has found other ways
to join people together. It has started
looking different more than ever, but
the one thing that can never change is
the comfort that the physical presence
brings to a relationship.
Art: Dhiti Pahuja
Photographed by: Diya Ahuja

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ECHO ISSUE ONE |2020

Indigenous Labels: the new game

Indians are preferring homegrown brands and helping the fashion industry,
in promotion and preservation of local craftsyouth khadi, the home-grown
fabric has become the new ‘it’.

By Lori Pathak

The millennials are a group of energetic
advocates of sustainable fashion.
Everyone believes that all fashion should
be made impartially, transparently, and
ethically. India has a vast consumer
market. People want to make sure
that measures are taken to look after
the workers and makers. Being the
consumers, it is our duty to promote
Indian brands and local labels.
104
Even the industry feels that the concept
of ‘Made in India’ is the right step, to
make India, the powerhouse that it can
be. Many local brands that are coming
up, have a global sense and awareness,
at the core of their ideology. They are
not intimidated by their Indian origin;
instead, they are a rare breed of luxury Featuring a Fab India outfit, promoting the Indian labels
brands with a distinct Indian personality.
‘Indian’ as a brand itself is not viewed
as a luxury. It makes it double as unique
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when these brands take it upon themselves
to improve India’s image, globally through
their range.
Quoting the Fashion Network, in an article
published on July 9, 2020, titled, “FDCI
promotes ‘Made in India’ with digital
campaign” writer Isabelle Crossley wrote,
“The Fashion Design Council of India
(FDCI) is promoting designers and brands
that work with Indian craftspeople and
showcase traditional textiles in its new digital
campaign featuring short films. The FDCI is
sharing a series of short films, depicting the
production process, of a number of brands
on its social media, to promote the Indian
crafts sector and encourage shoppers to
buy Indian-made products, to aid the post-
lockdown recovery”.
Deep Kevadiya, a 20-year-old
communication design student from
Gujarat, shares his views, “Nationalism and
pride in being an Indian, are also shifting
the scales in favor of homegrown brands.
Promoting Indian textiles and labels will
help the economy expand and support
small-scale craftsmen”. He also points out
that in house labels, deliver similar quality
and less expensive designs, resulting in the
welfare of these craftsmen.
The Indian customer remains very conscious
of ‘value for money’, local retailers are
in a stronger position to recognize the
value proposition. Several brands offer the
same quality of clothes. Hence, millennials
generally choose to wear a brand
Source: Anchal Upadhyay
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manufactured in India, rather than any
international brand.
Many designers have been incorporating
native crafts of various places like Kutch.
Quoting Her Story, in an article published
on July 2, 2020, in the article ‘This fashion
designer-entrepreneur is on a mission to
revive dying Suf embroidery in Kutch’ writer
Nirandhi Gowthaman says, “On a trip
to the Kutch region in Gujarat, Vanshika
Gupta discovered the intricate art of
Suf embroidery practiced by women. It
involves a painstaking process and is
centered around triangles called Suf. The
art form is slowly dying and is supported by
a few NGOs in the region. She wanted to
support the craft and the women creating
it and thus, she started incorporating the
work in her own designs.
With the help of her small team comprising
a masterji, two tailors, a senior designer,
a trims handler, a helper, and the
craftswomen from Kutch, she hopes to
make her unique mark with Suf embroidery
as her label’s USP. In the future, she hopes
to work with different crafts and weavers,
to make her own fabric, and experiment
with Suf and more crafts.”
Malavika Dalvi, a 22-year-old, fashion styling
student, from Mumbai, says, “A significant
change is the waning ‘Phoren’ allure.
Consumers are now persuaded, that local
labels can compete with global brands”.
She also believes that Indian customers
have changed the way they shop. Their
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purchase is characterized not only by the
name of the brand but rather, by the idea
of the gain that the brand offers. It is also
based on the value it provides and the
quality of the product.
Nowadays, many major local brands
have started introducing their products in
small towns. Local activities have helped
designers, to make garments based on the
consumer’s preferences. It has also given
an advantage to native crafts and assists
them in their revival and promotion.
John Chacko, a 21-year-old fashion
designing student from Kerala, gives his
opinions, by saying, “Local brands have
a tremendous benefit because of their
strong knowledge of the regional context.
In their style, they integrate certain motifs
that are capable of attracting millennials”.
He further adds, apart from understanding
and embracing the Indian essence in
the collection, these brands are easily
accessible to a large part of the society.
Homegrown brands are regional, so it
lets local retailers create their particular
marketing models — driving their products
efficiently to as many store shelves as
possible in a relatively short period. Another
advantage is their desire to go further,
which is a challenge for global brands.
Gargee Jajodia, a 23-year-old, product
designing student from Mumbai, says,
“Instead of shopping blindly, from hyped-
up international labels that burn a big hole
in my credit card, I would consider these
funky, high-quality and, most importantly,
truly affordable homegrown fashion labels
in return for a dress that I can only wear
and flaunt once, on Instagram”.
Quoting the Indian Retailer, in an article
published on July 21, 2020, titled, “Be Vocal
for Local: Bringing Indian retail brands to the
forefront”, writer Shreevar Kheruka wrote,
“Amidst the global pandemic, followed by
lockdown for months India’s prime minister
Mr. Narendra Modi urged India to be ‘vocal
for local’, moving towards an Aatma Nirbhar
Bharat, in which he appealed to all citizens
to buy and endorse products made in the
country. Today, India’s credibility amongst
Indians and beyond is stronger than ever.
There is visible momentum, energy, and
optimism which local manufacturers like
ourselves are experiencing, and with the
right kind of environment, we can use this
as an opportunity for long term success of
Indian enterprises”.
Indian brands have brought traditional
Indian craft techniques into sharp,
contemporary focus. They have managed
to take influence from India’s rich heritage
to the direction of minimalism and
environmentally conscious fashion. In every
way, these labels have rightly won their
spot in our shopping carts and wardrobes.

* * *
Some of the homegrown labels we can’t get our eyes off.

1.Nappa Dori, Gautam Sinha

It is a homegrown label from Delhi. It has achieved a delicate balance between
contemporary fashion designs and unique Indian sensibilities. The brand brings
top-notch craftsmanship to its products and employs the most delicate fabrics to
create sophisticated and practical, yet unconventional apparel.

2.Doodlage, Kriti Tula and Paras Arora

Doodlage is all about recycling and using good-quality industrial waste to create
clothing that’s not just eco-friendly but also stylish. The way their breathable
silhouettes still look tailored is everyone’s favorite.

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LIVING

112
A Lover’s Discourse

114
Isolation

116
Unfiltered: A Journey
With people staying in at their
houses, loungewear becomes the
122 new workwear.
Pessimism and Optimism
Loungewear:
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Loungewear: New
Workwear
new workwear
Pg. 118
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The empty silence of city streets, To feel good, to be at peace.

No one to touch, no one to greet. To be okay, at the least.
Glued to a fortress of solitude in your You’ve fought so hard for what you
bed. never had.
No other place you’d rather flee. Peace for those who revel in their sad?

Come forth from behind these walls, Open your eyes

you hide. Open your mind
Aching to leave these restrictions you This whirlwind of feelings has made you
abide blind.

ISOLATION
You rather be out than caged inside. You are what you truly need,
Put those thoughts in a bag and swal- To get out of this, trust yourself and take
low your pride. the lead.
For this is how you live your life.
Wipe those salted streams that ran
Your thoughts get louder every day, down your face
- Sanaya Dutt Your mind has slowly led you astray. Stand up, dust off and embrace.
There’s no place to run, no place to Embrace the light that seeps within
hide. Through the chink in your armor
The silence is deafening. It’s crushing Let it flood your soul.
you inside. Help you remain calmer.
You fight yourself, In times of loneliness in times of need
Your heart, your mind You are all you’ll ever need
You’re going to lose it all, be left with You’re not alone
nothing to find. For we stand together
And look ahead to a tomorrow.
It’s a battle lost That will be better.
But at what cost?
At the cost of sanity
Is that what matters the most?
You ask yourself as you reflect,
What are these emotions you’re trying
so hard to deflect.

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Unfiltered: A Journey
“I honestly felt very vulnerable about sharing these self portraits initially. The
idea of being able to express a part of me, a part of my skin, in this raw form is Authenticity is one of the major things that people respect these days. From
something that I’ve never done before. Being a restricted person, who doesn’t let influencers to real people, everyone is looking for content with which they
can relate to.
people in easily, these portraits give a sense of the person that I am, the things that
I’m fond of and the pictures that are a part of me. ” By Diya Ahuja

In an article published by The New Yorker
on October 1st, 2019, writer, Carrie
Batton exclaimed, “Instagram, once a
platform where life experiences could
be reduced to a beautiful snapshot and
a catchy phrase, began to feel more
like LiveJournal. Captions grew longer
and read more like personal essays.
Some were highly specific and heavy,
others vague and lighthearted”.
116
Divyata Pal, a 20-year-old, BSC Finance
student at NMIMS, Bangalore, says, “I try
to be as real as possible on my Instagram.
There was this sudden realization, that
not everyone who follows me, is going to
validate me. So, why not post whatever
I feel like posting”.
Human connection is all about
relatability because not everything is
always as polished as it looks on digital
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ECHO ISSUE ONE |2020

mediums. The whole perspective is
changing. The whole energy is changing.
In an article published by Entrepreneur.
com, on April 17, 2018, writer, Kofi Frimkong
says, “There are creators, who are
beginning to create content on social
media with the understanding that real life
is not a series of just highs. Giving a more
holistic view of your life, the good and the
bad is more likely going to help you attract
more interest because that’s how most
people’s lives are”.
Khushboo Changlani, a 19-year-old aspiring
content writer, studying at HR College in
Mumbai, when asked about this, said that
she is still under construction when it comes
to the fear of validation. Further adding, she
said that she feels that self aceeptance is
an ongoing process and whatever content
she posts on Instagram, contains a huge
part of her.
People now, really don’t care to maintain
their Instagram feeds. They don’t think too
much about it because it’s not only just
real content that attracts the audience,
but it also removes this pressure of creators
to maintain a particular lifestyle just for the
sake of Instagram.
Divyata Pal further says, “Generally, the
things that I post are very random and
spontaneous, they’re about the thoughts
that I have in my mind at that point in
time. I try to keep them as less cosmetic as
possible because that is what being real
means to me”.
A lot of things contribute to one’s self-
acceptance and being real on Instagram,
adds up to that. It makes one realize, that
the whole concept of being filtered won’t
do good and is a waste of energy.
Riddhima Katiyar, a 17-year-old, St. Pauls
School graduate, from Gorakhpur, Uttar
Pradesh, says, “My journey to being real
on digital was a very long process but it felt
liberating. Initially, my Instagram was more
about my filtered pictures or some travel
stories with one-liner pretentious captions.
Now it revolves around my state of mind or
my opinions about certain topics”.
It all rounds up to be as natural as possible.
It isn’t about planning or even thinking
twice before posting something. The more
random it is, the real it feels.

Self Portrait * * *
Diya Ahuja
Pearl Academy 2020
•Kusha Kapila (32-year-old, Social Media Influencer)
“ I have spent many birthdays getting pathetically existential, trashing myself, my
work, my body, my trajectory- of how little I have achieved in the most productive
years of my life...I am as much as my imperfections as my strength, as much as my
failures as successes, as much as the people I emulate who empowered me along
the way”.

•Dolly Singh (a 26-year-old, Social media Influencer)

“26 years, that’s how long it took me to realize my self-worth. To wake up thinking
I’m no less than anyone and nor is anyone less than me”.

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Optimism
vS
Pessimism
- Jessica Arora

Pessimism

Dry tree branches depict a lifeless

attitude towards the world, whereas
the gray and gloomy sky represents
the negative approach towards ev-
erything. A small amount of light, of
optimism, trying to filter through the
webbed branches of the dark forest
shows the strong side effects of pessi-
mism.

Pessimism
Art by Jessica Arora
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Optimism

Blooming flowers represent the

beautiful effects of optimism,
whereas the blue and bright sky
shows infinite opportunities which
one can obtain, if they are optimis-
tic. Since the optimistic approach
towards life can help in fighting
the problems during these difficult
times.

Art by: Jessica Arora

Optimism
Art by Jessica Arora
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ECHO ISSUE ONE |2020

Loungewear: New Workwear

The nation is working, socializing, and exercising at home in light of the

coronavirus outbreak. The demand for loungewear is increasing, to cater to
consumers’ new normal. What are consumers looking for?

By Jessica Arora

pandemic, most likely feels a little bizarre

The lives of consumers have been
altered dramatically by the impact of
the coronavirus crisis. Social distancing
and working from home has shifted
requirements for categories such as
workwear and going-out attire, to items
suitable for a life lived at home.
Getting into ‘Formal’ clothes while you’re
homebound during the COVID-19
126
and oftentimes, absolutely pointless.
Getting dressed as a part of an ordinary
routine can help us with overseeing
COVID related anxiety. In any case,
that doesn’t mean that we have to start
wearing wired bras and denims.
Whether it’s a lazy Sunday or a cold evening after work, slipping into your most
Now more than ever, having a closet comfy clothes is one of the best feelings.
with loungewear seems like a really sma
idea as travel plans get canceled,
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weddings are getting postponed, schools
and offices shifting to work from home,
loungewear seems like a really smart idea.
Quoting the Hindustan Times, in an article
published on March 23, 2020, titled
as “Coronavirus lockdown: Alia Bhatt,
Deepika Padukone, Rihanna, Priyanka
Chopra shows how to rock pajamas all
day, every day,” Radhika Bhirani wrote,
“Celebrities from Alia Bhatt to Deepika
Padukone are constantly posting on
their social media on how to indulge in
some self-care and stay safe. And their
no make-up looks in their super cute
pajamas are a pleasant change from the
usual severely photoshopped photo shoots
they usually keep posting otherwise. So
sleepwear as a trend is here to stay.”
Akriti Kochar Vij, founder and owner of
Perch, based in Delhi, is a brand that
was made to fill the major gap in the
Indian market for someone who loves
comfortable, affordable nightwear and
loungewear. Perch was born in September
2015. Akriti said, “Since the lockdown, we
have seen a spike in the industry for sure. With
everyone at home, comfort wear clothing
like Kimonos, matching satin and cotton
nightwear paired with shorts or pajamas,
has become a priority, expendable income
is lower and people are looking to make
smart and wise purchases, the idea has
been to cater to that need.”
Akriti further added that their lead time for
delivery was much shorter since they had
Art: Jessica Arora
Styling: Jessica Arora
Photography: Jessica Arora
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ISSUE ONE |2020
already stocked up for most of their styles
and that worked in their favor, around the
phase of lockdown two. When the delivery
services opened up, people did not want
to step out to malls for shopping at that
time. Online shopping experience and
customer relations took the centre stage.
She further said that they are planning on
working on our loungewear line for
the Autumn/Winter season.
Mona Arora, 45, Founder and Creative
Director at Mona Arora Designs, based
in Delhi, a homegrown label for Indian
Bespoke garments said, “Most of my clients,
who are approaching me for garments,
are looking for something which values
their money. People want something which
gives them the utmost comfort, something
like maxi dresses, cotton palazzo suits, dhoti
pants with a cotton kurti.”
She further added that people are looking
for the best quality fabrics that are soft and
breathable. Not to ignore the fact that the
past two months have been the peak of
summer. “Earlier, one out of four garments
used to be comfort wear, but now numbers
are the other way around. We were quickly
able to adapt to these changing demands
of our shoppers and that is one of the major
advantages of being a Bespoke clothing
label,” said Mona.
Shivani Aggarwal, Creative Director and
Founder of Ani clothing, based in Delhi, a
brand that specializes in ready-to-wear,
said, “Loungewear like a plain cotton t-shirt
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paired with matching shorts, has become
the new normal. People prefer dressing
up comfortably even to go out now.”
according to Shivani, it is very interesting
to see the return of simple silhouettes over
complex ones.
Shivani further said, “Night suits are the new
normal too, I and all of my clients prefer
lounging in them the whole day.” She also
said that they ran promotions constantly to
lure people with her beautiful loungewear
collection.
Snigdha Verma, 26, Marketing and
Operations Manager in Syria, Based in
Delhi, A brand which focuses on Comfort
Athleisure wear said, “There is an increase
in demand for comfort wear, more like
something that could be worn for comfort
as well as to attend a meeting online.”
She further added that the Athleisure
category, which is athletics plus leisure, is
* *
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for the people who are conscious about
their health and are also looking for
comfort like cotton leggings, slide slippers
and tank tops etc.
Snigdha said, “Due to people being
homebound, doing all the various activities
like working from home, exercising and
lounging, has also increased our sales.”
She further added that her company has
been able to adjust to the rising trend
and has launched more relaxed clothing
which has more comfort like casual
and soft T-shirts and shorts.
Work attire has become loose-fitting
loungewear, people seek out comfortable
clothing in which to work from home during
self-quarantine due to the coronavirus
pandemic. Social distancing and working
from home have shifted consumer demand
from workwear and going- out attire, to
items suitable for comfort at home.
*
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cs_@innisfree.com
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ISSUE ONE |2020

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