Purushu Arie was founded as a fashion blog in 2009 while Purushu was studying fashion design at NIFT New Delhi. In 2017, Purush Arie's blog evolved into India's 1st exclusively ungendered clothing label. Purushu spoke about gender neutral revolution through fashion at TEDxChennai in March 2018. Purushu's signature silhouettes include tailored lungis and saris. Purushu Arie designs with the ethos of sustainable intersectional inclusivity that defies gender, caste, & class status quo.

Schrodinger’s Catwalk: The Paradox of Empowerment in Fashion

 

The attributions to empowerment in fashion has been one sided so far.

 

Ethics are reduced to a marketing tool to make people buy more.

The fashion industry equated elitist wealthy splurges with social responsibility by reducing the socio-economically marginalised people into under-credited marketing tool.

Ethical lifestyle is now an accessory to make an elitist statement.

Capitalism surpasses its own unethical standards when it commercialised ethics by targeting collective conscience, planting ideas of what’s ethical and setting a price tag so high to establish that being socially ethical is a luxury not everyone can afford. Amusing how cynical elitist egos are disguised as socially concerned personas!

 

REDUCE. REUSE. RECYCLE.

2 Comments
  • Ashagreen_couture
    Reply
    April 28, 2019

    Wonderful write up but please I love to help out

  • Jay George
    Reply
    June 28, 2022

    I can’t agree more with your analysis of the state of elitist hypocrisy in fashion.

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