Making way for a new perspective on ‘Sustainability’, country’s most respected designer Ritu Kumar is all set to foray into world of environment-friendly creations with showcase of her AW’20 collection at finale of Sustainable Day at Lakmé Fashion Week 2020. She is partnering with the Austrian fibre brand, Lenzing Ecovero to create iconic laid out prints.

“Sustainable Living’ is one of our core values and we are proud to partner with Lenzing Ecovero at the root level for the showcase of Nature’s Origami at the Lakme Fashion Week. Through this collection, our aim is to provide trend-setting styles made of sustainable viscose fibre; a shift to responsible fashion. The fashion industry is doing their bit to promote eco-friendly clothing and we believe that our creative outlook and Lenzing’s commitment would result in contributing to a healthier environment,” said Kumar.

“We are pleased to reintroduce Lenzing Ecovero at the Lakmé Fashion Week SS 2020 this year. Our past associations at LFW have helped in building the narrative of sustainable fashion among designers and influencers in the fashion fraternity. We look forward to our association with Kumar this season. Through this collection, we hope to create a larger outreach among the industry on adopting alternative resources and processes in their brand,” said Avinash Mane, commercial head, South Asia, Lenzing Group.