This fashion brand promotes body positivity through sustainable clothing – News


Dubai – Lavanya Aneja, Founder of Lea, on Building a Fashion Brand That Encourages Size Inclusion



Posted: Wed Dec 1 2021, 20:17

Last update: Thu 2 Dec 2021, 15:27

Born in January 2021, Lea was born with the intention of creating a brand with a strong overall goal that seeks to encourage women to own and flaunt their curves, regardless of their size or skin color. Igniting a movement of body positivity, Lea, which means lioness in Latin, is designed to “grace the wardrobes of fierce women who aren’t afraid to challenge the status quo and be bold, confident and impactful in whatever they do, ”says Lavanya Aneja, a UCLA graduate and young founder of Empowering Brand Ethics, and her sister company Saanjh by Lea.

How does the brand seek to close the size gap in the market?

For too long, women in India have been humiliated for owning the bodies they naturally possess, while being pressured to achieve an unrealistic, Eurocentric (read: skinny, tall, blonde) ideal of beauty. Our styles are designed to embody the three fundamental brand pillars of body positivity, durability and size inclusiveness. Designed with hems to fit petite, silhouettes that accentuate curves, and a minimalist color and print palette, Lea offers timeless designs that can become a long-lasting item in customer closets instead of adding to the crowd. trendy and fast stack. Our entire collection is available in sizes XS-5XL and adapts to all body types accordingly!

Why is sustainable fashion important in today’s fast fashion economy?

As one of the fundamental pillars of our brand, sustainability is at the root of our brand. We recycle export surplus fabrics to make over 70% of our collection, to breathe new life into these soft, thrown fabrics, and give them new life in a customer’s closet. Our mission is not only to make high quality clothing and put the satisfaction of our customers first, but also to make sure it is made ethically.

‘Made to celebrate your curves’. How did this philosophy translate into dress code?

Plus size fashion options in our country are mostly limited to shapeless clothes designed to hide “flaws” and not designed to celebrate and accentuate larger bodies. In fact, the loss of access to the Chinese brand Shein has been a major problem for the majority of the country’s young, female and plus size population; While the brand’s quality and ethical standards were abhorrent, it was essentially one of the only places to shop for trendy, affordable, plus-size clothing.

What is the value of influencer-brand relationships in the age of social media?

It’s no secret that Lea and Saanjh have thrived through several strategic influencer collaborations that have led to the explosive growth of the brand (s). In the age of social media, content is the key to success, and good relationships with the best content creators ensure a sustainable and long-term strategy of organic growth.

What does the future of conscious fashion look like?

The future of conscious fashion, in our opinion, seems less focused on trends and more focused on timeless style and innovation. We hope to see more brands adopt sustainable practices not only in the raw materials used, but also in the ethical treatment of work in accordance with the highest standards in the industry.

somya@khaleejtimes.com

Lea Clothing attends Numaish Winter Show 2021, December 10-11 at Jumeirah Emirates Towers

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