India is blossoming in regard to the fashion market.
Simply put, fast fashion is a term used to define cheap clothing that is heavily inspired by runway looks or celebrity culture.
This business model is seen as highly profitable as it is targeted to meet the demands of high-street consumers.
A by-product of fast fashion is an inexplicable amount of waste.
Clothing is mass-produced, sold at an astonishing speed and then quickly discarded as fashion trends come and go.
Much like single-use plastics, fast fashion is having a detrimental impact on our planet.
According to Greenpeace, the UK alone is responsible for around 300,000 tonnes of used clothes burning in landfills each year.
Not only is waste a concern, but the conditions in which fast fashion garments are made are shocking.
Fast fashion is often made in sweatshops in India and Bangladesh where workers are employed for gruelling hours in unsafe conditions.
According to Fashion Industry Statistics India, the Indian textiles industry employs over 45 to 60 million people.
By now, most consumers are aware of the negative impacts of fast fashion but the question remains – why are people still buying it?
The answer is somewhat simple.
Fast fashion is convenient, affordable and accessible which otherwise may hinder many individuals who wish to change their habits.
Celebrity endorsement is helping to highlight the conversation surrounding the negative impacts of fast fashion.
Seeing our favourite Bollywood celebrities use their platforms for good inspires us as consumers to do our part and to help the planet.
These Bollywood celebrities are proudly advocating for a more sustainable lifestyle and that includes the rejection of fast fashion.
Deepika Padukone
Deepika Padukone is a force to be reckoned with when it comes to fashion.
Whether she’s walking down the runway or pictured with her husband Ranveer Singh, Deepika always looks ravishing.
Though she is regularly seen in looks designed by Sabyasachi Mukherjee and Manish Malhotra, the actress also gravitates towards casual athleisure brands.
In February 2021, Deepika was named as Levi’s global brand ambassador.
The Padmaavat actress joined the denim brand and has shared her love for the Levi’s Waterless Technology jeans multiple times.
The jeans save up to 90% of water in the finishing process. They are also made from recycled wood pulp and are a great example of circular fashion.
Deepika spoke of the collaboration and said that the jeans will make a great addition to every wardrobe as they are eco-friendly.
Jeans are a popular clothing item, and Deepika’s endorsement of sustainable denim will inevitably encourage others to try something new and reject fast fashion.
Parineeta Borthakur
The Covid-19 pandemic has taught many of us lessons about ourselves and our habits.
Indian film and TV actress Parineeta Borthakur is no stranger to this.
Amid the pandemic, Parineeta revealed that she does not believe in fast fashion and is an advocate of sustainability.
In 2020, Parineeta said: “One thing I realised is that there are many things that we do not need in our lives and we can live with very few and necessary things.”
The actress also shared that she does “sensible shopping” with nature and protecting the planet in mind.
Often praised for her glamourous and bold styling, Parineeta added:
“This situation has taught me not to shop much and it is good for the environment too.
“I genuinely support sustainability and don’t believe in fast fashion.
Parineeta previously revealed that she does not like to hoard clothes but she does not mind “repeating my clothes or even my products”.
Dia Mirza
Indian model, actress and producer Dia Mirza has been recognised as a role model in the fashion realm.
The UN Environment Goodwill Ambassador for India is an active supporter of conscious living.
Dia has participated in beach-cleaning initiatives and habitat preservation.
The Salam Mumbai actress said:
“It’s important that we protect the health of the environment because in the end, we have only one planet to live on and if we don’t care for it, we suffer.”
In 2017, Dia walked the ramp for retail giant H&M’s sustainable fashion presentation at the Amazon India Fashion Week.
She wore an outfit from the H&M exclusive conscious collection.
Dia stressed the negative implications of fast fashion and the importance of reusing and recycling garments for sustainable fashion.
In June 2020, Dia said:
“Sustainable fashion is undoubtedly expensive, but I think there is a large consumer base that is recognising the importance of investing in sustainability as opposed to going with fast fashion.”
Vidya Balan
Vidya Balan is an active user of Instagram where she regularly shares her outfits.
Vidya is known for her signature saree look and her love of consciously crafted sarees is evident.
The Hamari Adhuri Kahani actress is often seen wearing delicately handcrafted and consciously-made sarees and kurtas.
Vidya is a big fan of sarees as they are made from cotton and are available in a variety of different textures.
Vidya does not encourage fast fashion as she had once demonstrated how to convert an old blouse into a mask in a video.
The Dirty Picture actress is also a fan of upcycling clothes and often shares pictures of her experimenting saree blouse styles.
The experimental blouse saree trend is an ode to slow fashion as the trend endorses t-shirts, crop tops and corsets to be partnered with a saree in place of a traditional blouse.
Anuskha Sharma
Anushka Sharma is yet another Bollywood celebrity who rejects fast fashion.
The Ae Dil Hai Mushkil actress is a vocal supporter of animals and the environment.
In June 2021, Anushka joined forces with SNEHA, a maternal health foundation.
The foundation strives to raise awareness about the importance of saving water by embracing circular fashion.
Circular fashion revolves around re-wearing clothing items and upcycling.
Throughout her pregnancy, Anushka adopted a casual wardrobe consisting of athleisure and loungewear.
Anushka listed her maternity outfits online so that others could wear them even though she no longer had any use for them herself.
The Rab Ne Bana Di Jodi actress has also worked with fashion designer Nimish Shah, who owns the sustainable brand Shift, multiple times.
From film promotions to red-carpet looks, the pair have worked together to show that clothing made from sustainable fabrics and materials can also be stylish.
We all know that celebrities are role models and have the power to influence people, especially younger generations.
With great power comes great responsibility and this is apt in regards to fast fashion and as trendsetters, we highly value their opinions.
India is blossoming in regard to the fashion market and is set to overtake China, which is often recognised as a leader in the ever-changing apparel business.
Therefore, Bollywood celebrities speaking against fast fashion is crucial and should be encouraged on a wide scale.
These Bollywood celebrities share a united stance and their message is clear.
Paying attention to the clothes we buy and how often we shop is vital in regards to taking that first step to adopting a more ethical way of living.
Whilst the slow fashion movement is still very much a work in progress, celebrities speaking up about fast fashion is helping to influence positive change and start a much-needed conversation.
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