Culture, Fashion and Communication Design in Times of Emergency. Communication and Design Strategies for the Sustainable Improvement of the Fashion and Textile Production in the Indian Subcontinent

Within the scenario of contemporary design, we daily observe experiments to redefine the meaning and value of products and give rise to renewed consumer attitudes, with a more ethical approach, according to the logic of circular economy and inclusive practices. The territory takes value from the tradition and the identity of the place, the so-called genius loci, and becomes a symbol for local values through the enhancement of traditional knowledge. In this proficient competition between territories, design becomes the element of dialogue between different societies and cultures. Today, the prevailing system of the fashion industry has created many environmental, social, and ethical issues behind the glamorous facade. How to reduce fabric waste during the design process has become an urgent requirement for fashion designers, specifically in countries with an outstanding industrial production as India. Even while the country progresses with power looms and modern designs, India still continues to protect its handloom legacy, traditions and culture to sustain the craft and keep it revived. The essay tackles the duality between branding and environmental sustainability for a fashion project developed at GD Goenka University on the theme of capsule collections between textile tradition and green experimentation.