W focuses on responsible fashion with new campaign ‘I AM AWAKE’

by Sachin Murdeshwar

Mumbai : Embarking on their responsible fashion journey, W, one of the leading women apparel brands unveiled its campaign ‘I am Awake – to fashion, to the future’. The newly launched campaign not only talks about the need to make responsible choices towards fashion but also about the concept of responsible living that should be incorporated in every aspect of life.

The brand is committed to reduce environmental impact and has awakened to give back. Determined towards women empowerment, their factories in Harur, Tamil Nadu, Pathankot, Punjab, have 99% of women workforce. Their partnership with Solar Charkha Mission, energy efficient stores and sustainable workplace ensures the commitment towards being fashion forward as well as responsible for the future.

Talking at length about the brand’s endeavor, Anant Daga, Managing Director TCNS Clothing Co. Ltd. said, “We have been relentlessly working to nurture a change towards responsible fashion. With the ‘I am Awake’ campaign, our endeavour is to make people at large aware that their fashion choices can be responsible too. Our association with Solar Charkha Mission & Aditya Birla Group (Livaeco) helps in creating responsible fashion-forward collection season-on-season. It’s a long journey which will always be work in progress but we are excited to take the first steps and are committed to building on it. 

The customer today is well aware of the trends and at the same time is mindful of their actions. Our collection in short is a representation of the consumer of today who is aware, awake and is making efforts to adopt responsible fashion. The aim is to make sustainability commercially successful, create pilots and scale them up.”

Over the years, the brand has constantly worked on providing contemporary fashion to the consumers, taking inspirations for the latest fashion trends & forecasts from the west and transforming them into silhouettes and styles relevant to the contemporary Indian woman.

The Spring Summer’ 20 collection in partnership with LivaEco is not only fashionable but it also gives back to the environment. Each piece of clothing is conceived out of 100% sustainable forestry, requires the lowest water consumption, emits lowest greenhouse gas and has the fastest biodegradability. The collection is an amalgamation of unique colours, fabrics and design which makes it perfect for everyday wear.