"Sustainability" in recent times, in the fashion world has turned into the ultimate catch word and for the right reasons. Backing the same ideology is I Am Rural, a rural women's collective creating impact and sustainability through ethical trade, one stitch at a time.
This relatively new brand founded by three friends has managed to create a fashion label by skillfully training women from villages in Karnataka (Chitradurga district), who are the designers behind their line of Western and Indo-western wear. Visit their colourful Instagram feed and we guarantee you are bound to stumble upon an outfit you'd want to cash into your wardrobe ASAP! In the Western section they've got midi dresses, crop, ruffle and sleeveless tops, and flowy skirts. We're totally digging the Midi Umbrella Skirt (INR 1,340) in white with wooden buttons, and the Sleeveless One Piece Dress (INR 1,340) with bright yellow lemon prints and wooden buttons (the ultimate summer dress!). If tops are more your scene, we suggest the Pink Peplum Top (INR 1,200) or the Ruffled Crop Top.
Saree lovers, I Am Rural's single and dual coloured handloom, pure cotton sarees (INR 1,889 and INR 2,099) should be your pick if you want to serve up some serious Goddess type looks. For tips on how these sarees sourced from rural weavers can be draped and styled definitely check out the brand's Instagram.
That's not all, to help reduce fabric waste, I Am Rural also upcycles and practices zero waste. All of their fabric scrap is turned into mini backpacks, sling bags, cute lil scrunchies or headbands and even eye masks and sunglass pouches that retail between INR 900 to INR 250.