Avartan Sustainable Fashion, the circular design initiative by Asha and Gautam Gupta, launches with its debut collection, One World—a body of work that emphasises sustainable, circular design principles and challenges traditional notions of authorship, ownership, and excess in fashion.
At a time when sustainability is often aestheticised, One World offers a thoughtful alternative, garments created from existing materials. Developed in recycled cotton and linen, the collection showcases no new dyes, with fabrics remaining in their original, undyed states—soft ivories, muted browns, and weathered neutrals that reflect the material's inherent character, emphasising eco-friendly materials and techniques.
Silhouettes balance structure and fluidity, tailored jackets, layered shirts, wrapped forms, and wide trousers—designed without gendered constraints. Textile and construction take precedence over spectacle. Hand embroidery functions as observation rather than decoration. Lines move across garments like roots, wind, and water, while circular motifs suggest continuity and regeneration.
Fragments of traditional textiles such as Ikat, Patola, and Bandhani are cut, reconstructed, and appliquéd, transforming remnants into meaningful pieces that honour craftsmanship and evoke admiration among media and consumers. Select garments explore eco-printing, where fallen leaves are hammered directly onto fabric, leaving behind soft, unpredictable imprints—part process, part record of time.
"Avartan is not about adding more. It is about working with less—and working with it honestly. The material dictates the outcome, not the trend or season. After months of research and development, we see this as a step toward a more responsible future for fashion."
— Asha & Gautam Gupta
Sales & Business Development
Strategic Partnership Research
Identify potential collaborators.
Tasks
· Research and create lists of:
o International fashion designers/ Interior designers for Handlooms/ Fabrications and Embroideries
o Textile houses for Joint ventures
o Museums & cultural institutions for Installations of our signature pieces and participations
o Wedding planners
o Art curators
· Identify collaboration opportunities for:
o Embroidery projects
o Textile innovation
o Cultural exhibitions
o Brand storytelling partnerships
Buyer & Store Research
Tasks
Build a database of multi-designer stores globally Identify:o Luxury boutiques, Indian and Fusion, which already retail Indian designers
o Wedding couture stores more towards Indian bridal
o Museum shops
o Concept stores for Fusion wear
· Include details like:
o Buyer name
o Email
o Phone
o Brand positioning
o Market relevance
Priority markets
USA UAE Europe (Avartan) London New York Singapore Mumbai / BangaloreEmail Outreach & Partnership Communication
Tasks
· Draft professional outreach emails for:
o Buyers
o Cultural institutions
o Designers
o Corporate partnerships
· Follow up with:
o Multi-designer stores
o Potential collaborators
o Corporate gifting opportunities
Avartan Corporate Outreach
Tasks
Identify companies for:
o Sustainable gifting
o CSR programs
o Employee engagement initiatives
· Research:
o Sustainability heads
o CSR teams
o HR leaders
· Reach out with Avartan proposals
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