Hyderabadi designer Asmita Marwa achieves zero waste luxury with her new Flowers and Frida collection

Designer Asmita Marwa is a name synonymous with sustainable fashion. A fervent follower of slow fashion, the designer from Hyderabadi launched the ball for zero-waste luxury, a concept that draws its roots from recycling, upcycling and regenerative design to create timeless fashion. The designer left an indelible mark on the fashion industry by creating dapper bohemian yet ethical creations worn by stars.
like Nagarjuna, Rana Daggubati, Mahesh Babu, Priyanka Chopra, Ranveer Singh, Shriya Saran,
Preity Zinta, Asin and Tabu in the past. Recently, Asmita launched its new collection titled flowers and
at a glitzy fashion event in Warangal, Telangana. The collection was launched days before the Mexican artist’s birthday and was an ode to her radical personality that has inspired generations for eons. It featured actress Aditi Rao Hydari as the star, wearing a black tulle skirt with ribbon detailing, a custom fringed waistcoat and an elegant off-white organza shirt paired with a shifted white.
sneakers as models strutted around in brocade ensembles, bohemian jackets and mono-
chrome midis. The collection encapsulated the free and individualistic spirit
style of Frida Kahlo by putting together iconic trendy elements – floral headpieces, relaxed silhouettes, vibrant colors and not to mention the red lipstick! Overall, the collection was a call for women to be unapologetic, grounded in their heritage and true to their innate naturalness.
beauty. We spoke to the designer about her design inspiration, tips for staying eco-friendly, and
how she mixes various cultures to tell a story with her avant-garde designs.

How did Frida influence you?
Frida was an advocate of freethinkers and extremely talented with an intriguing sense of style. What always drew me to this artist was more her personal style and the way she embraced her culture represented through the color combinations and the little floral elements in her hair. It is very much like our Indian tradition and love for floral adornment. Frida adorned culture and heritage in an individual-
alistic way that was effortless and has always inspired me. For this collection, I started with the fabric itself. I like to experiment with different textures and then mix and match the possible combinations. We chose Aditi Rao Hydari as the star because she personifies the elegance and playfulness needed to bring color to life. Although her look was a classic black and white, it was a metaphorical representation of how Frida captivated the world.


What makes the zero waste collection luxury?
It’s not just this particular collection, but our entire production method is zero waste. Over the years I collected various types of fabrics, so much so that we stopped buying them and instead tried to create our own new textures and fabrics with unique characteristics. We also like to work with simple silhouettes that could blend in effortlessly while adding a bit of drama to your outfit. I have to say, it takes longer to create a masterpiece out of bits and pieces of varying stories and backgrounds, but when you do, you end up creating something absolutely unique.

Any tips for achieving sustainability?
Three words: reuse, reduce and recycle. As cliché as it sounds, once you step into the world of sustainability, it opens up a whole new horizon of possibilities. I believe there is nothing wrong with repeating clothes. You can invest in pieces that tell stories and last a long time. One can also strive to achieve a balance between reusable statement pieces and bases that can be transformed according to
clothing choices.

INR 9,500 upwards. Available offline.
[email protected]
Twitter: @RanaPriyamvada

About Madeline J. Carter

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