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‘Sustainable fashion is not a trend but the future’

Anmol Bhatti, Apeejay alumna and a Fashion Marketeer at premium luxury brand Parantap Shekhar, says technology and research are playing a key role in making the industry more sustainable.

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Anmol Bhatti is an alumna of Apeejay Svran Global and Apeejay School Noida. She did her graduation in Mass Communication and Journalism from Amity University. After that, she pursued a Digital Marketing course from Hansraj College, University of Delhi followed by an online course on ‘Management of Fashion and Luxury Companies’ from Bocconi University, Italy. In an informal chat, Anmol talks about the role of her school in shaping her personality, essential elements of a successful marketing campaign, why sustainable fashion is the need of the hour, and more. Edited excerpts:

Tell us about your school life?

When my father was posted to Delhi from Kanpur, he got me enrolled in Apeejay Svran Global, Faridabad in class 9 as the school had a great reputation. I studied there for 2 years before shifting to Apeejay School, Noida as my father got shifted again. I had a great time in both the schools. The teachers shared a personal rapport with students and created a conducive environment for kids to freely air their thoughts. I was also involved in a lot of extracurricular activities and that really helped polish my personality and communication skills. I emceed (hosted) a lot of events and actively took part in debates.

What are they key components to a successful marketing campaign?

There are so many that it’s difficult to list them all. However, some of the key factors that you should take into account for each marketing campaign are: clearly defining your target audience, setting realistic and tangible goals, defining your budget, creating targeted content, offering something valuable, etc.

What’s your take on sustainable fashion?

According to the World Bank, the fashion industry is responsible for 10 % of annual global carbon emissions, more than all international flights and maritime shipping combined. The industry has changed rapidly in recent years with the increased prevalence of fast fashion, impacting the environment. In simple terms, fast fashion is inexpensive clothing mass-produced in response to the latest trends and designs. The accelerated apparel production has also led to unhealthy consumption.  According to studies, the average person today buys 60 % more clothing than in 2000. There’s also a lack of awareness about the harmful consequences of the chemicals that are used to make our wardrobe staples. To the uninitiated, sustainable fashion refers to garments that have been made in a way that is mindful of the many environmental issues and don’t pollute our lands, rivers and other natural resources when discarded.

Can sustainable fashion be affordable?

Of course. In India, sustainability has always been a core component of our culture. Indian clothing was traditionally made from cotton and silk fabrics. Both of these fabrics are considered to be eco-friendly and help maintain body temperature due to their cooling effect. Now, technology and research are playing a key role in making the industry more sustainable. Athletic shoes and attire are getting made out of materials extracted from the plastic dumped into the ocean. Fruit skins are substituting furs, and backpacks and purses are getting made out of vegan leather, discarded canvas and using upcycled or recycled materials. Sustainable fashion is not a trend but the future.Also, sustainable fashion is not costly if you take into account the durability factor. Cheap clothing often doesn’t survive the wash cycle, therefore in the long run you save more money buying quality garments. Consumers too must do a bit on their part by employing healthy practices such as not chasing industry trends. Find your favourite timeless fashion and start playing by your own rules.

Dheeraj Sharma is Asst. Editor (Newsroom). He covers events, webinars, conducts interviews and brings you exciting news snippets. He has over 10 years' of experience in prominent media organizations. He takes pleasure in the small things in life and believes a healthy work-life balance is key to happiness. You can reach him at [email protected]

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