Sujata Assomull
Sujata Assomull @sujstyle is a renowned journalist and author. Known for her work as a contributing editor for Vogue Business. As well as her bylines in publications such as Vogue India, Mint, and CNN Style. As an advocate for mindful fashion. Sujata Assomull uses her platform to raise awareness and drive change towards a more sustainable and ethical fashion industry.
IRK: Sujata Assomull tell us your “Why”?
I started my career as a fashion journalist in the late 90s. We were so excited about the advent of fast fashion, which made fashionable clothing more accessible and democratic. We never thought about the impact of the consumption patterns we were pushing. So in a way I feel responsible for pushing women to shop more. It was around this time I moved to India from London. I was just mesmerized by the textile and crafts traditions of India.
Contemporary fashion was just taking off at this time in India. I began understanding the value of investing in handmade clothes. Each craft form has its own heritage, its own story. The fact it was connected to my own cultural heritage made each garment so special. It struck me that the way to preserve this heritage unless it’s to patronize artisanal fashion and to future-proof our traditions. Is through respectful innovations and disruptions are necessary. The advantage of buying local is small batch producers tend to have a responsibility in their approach to sourcing, production and design. Along came social media, which encouraged buying patterns I did not believe in. At the same time I was growing more aware of the impact fashion was having on the planet. This journey led me to use the voice I had to encourage more responsible approach to fashion.
IRK: What is Sujata Assomull’s most passionate about with respect to taking care of people and the planet?
It’s about one word to me, kindness, treating people with kindness. Ensuring the people behind the products you buy are treated kindly. And also buy products that are kind and do not destroy the planet.
IRK: What are some conscious actions you implement in your daily life?
It is just about being more mindful from choosing clean beauty products. Using a glass bottle instead of plastic, looking for upcycled fashion, buying preloved and vintage pieces. Together with starting your own fashion club. To do this you must keep reading and learn as much as you can about how to be a more responsible consumer. Be aware. Do your research before you buy and encourage your friends to do the same. I have a few friends whom I swap bags with, and whom I borrow pieces from.
IRK: What’s your hope for the future of the planet?
To value the planet and know it is our job to ensure the planet the next generation inherits is a better one.
What Sustainable Development Goal do you align with the most? (https://sdgs.un.org/goals)
Ensure sustainable consumption and production patterns. SDG12: Responsible consumption and production
