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Door of Maai
Established by a NIFT Graduate, Pooja Gupta, Door of Maai is an emerging sustainable brand reimagining fashion in an ethical way. After pursuing her Masters from The University for Creative Arts in the UK, she worked with ace Indian couturier Anamika Khanna before starting her own label. Her design aesthetic is directed towards simplification and elimination of the unnecessary.
Sustainable Fashion by Door of Maai
Door of Maai doesn't encourage trend-led shopping' investing in pieces which transcend seasonal changes and lasts you a lifetime can be deemed as a clever wardrobe investment and also aids slow fashion in the long run. Pooja believes that good designs can never be dated. She makes constant efforts to direct herself into perfecting the art of knowing where to stop editing and elevating until there is nothing more to take away. The one and only design principle that Door of Maai abides by is the element of space.
Door of Maai collection at Pernia's Pop-Up Shop summarises the art of building a tastefully curated wardrobe that has been built around design and making processes. Each collection has a particular type of environment-friendly practice built into the making of shirts, tunics, jackets and dresses; this could either be the use of GOTS certified organic cotton or handloom or khadi. Door of Maai also runs an upcycled collection parallelly to make one-off pieces and reduce fabric left-overs and export surplus.
Door of Maai X Fashion Revolution
Pooja Gupta made Door of Maai the core member of the ‘Fashion Revolution’ movement organizing a two-week awareness program formulated at ‘Brown Boy’ studio. Fashion Revolution, in a nutshell, is a global movement that was set off to acknowledge the vicious cycle of wastes and unethical socio-economic exploitation of labours on account of trend-led fast fashion. The collaboration was executed under the social wing to align with the key purpose of bringing positive change in the fashion supply chain.
Driven by a single question of 'who made my clothes?' asked across to global brands, the revolution champions the concept of thoughtfully-stylish clothing. The drive aims to educate consumers about the composition of fabrics, weaves, craftsmanship as well as the welfare of local artisans. The movement swiftly drifts towards the need of the hour- boosting fashion that is both chic and moral. Abiding by the ethical concept, Door Of Maai encourages people to invest in considerably curated wardrobe staples like purposeful tunics, jackets and chic dresses and shirts that transcend seasons and trends.
Shop Door of Maai exclusively at Pernia's Pop-Up Shop
For its Spring/Summer '19 collection at Lakme Fashion Week, Door of Maai used sustainable production methods and was inspired by the Victorian Era this season. The collection of dresses, jackets, shirts and tunics feature a range of off white and sand-hued sustainable textiles with ruffles and high-neck collars evocative of Victorian England. Pooja Gupta played with volume and proportion to create looks that mix hints of traditional wear with antique western wear. If you care about the planet and worker’s rights, check out Door of Maai – a fashion brand which is trying to urbanise upcycled apparels. Shop Door of Maai exclusively at Pernia's Pop-Up Shop.
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