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ETHICS & AESTHETICS
Jaipur Dori is a brand that has made its presence felt by creating ethnic fashion in a contemporary format. Princess Shalini Narukaa of Jawli, Alwar, the participating designer for the First India Fashion Connect, season 13 held at Novotel London Hammersmith on November 20 has been a powerful pillar and backbone of the brand, leading to a large customer base and unprecedented success. Jaipur Dori is creating a symphony that is ultimately inspired by a strong female figure such as herself. T h e fashion industry is always categorized as a dynamic one, where consumer preferences surely rule the market. There is no denying that Indian arts, crafts, and local traditions are unparalleled the world over, often inspiring global fashion trends. Jaipur Dori, founded in 2015 by Princess Shalini Narukaa of Jawli, Alwar, focuses on fabric, craftsmanship and comfort.
As we make a transition to an eco-friendly landscape, especially in the fashion industry, new concepts have come to the forefront. From sustain able fashion to slow fashion to ethical fashion, these terms have become quite ubiquitous. For centuries, Rajasthan has witnessed several marauders and people from different regions of the world and that is the reason why the region has absorbed some of the traditions, culture, and style of these visitors. Taking the fashion statement and Jaipur Dori to London, Shalini highlights the sustainable fashion highlighting hemp. Hemp is the most sustainable plant on the earth requires 4 times less water than cotton. Hemp fabric looks like linen but doesn’t wrinkle like it and feels exactly like cotton. Hemp clothing is more comfortable, breathable and softer than other fabrics. It also retains colour longer and lasts more washes than clothing made up of other fabrics. In addition to being better for the environment, wearing clothing made of hemp is better for you.