Dubai – Lea owner Lavanya Aneja on developing a style brand name that urges size-inclusivity
Birthed in January 2021, Lea settled from the objective of developing a brand name with a solid overarching function that looks for to urge females to possess as well as flaunt their contours no matter their dimension or skin colour. Triggering a body-positivity activity, Lea, which is Latin for lioness, is made to “poise the closets of tough females that aren’t scared to examine the status as well as be vibrant, positive, as well as impactful in every little thing they do”, claims Lavanya Aneja, a UCLA-graduate as well as the young owner behind the values of the encouraging brand name, as well as its sis firm Saanjh by Lea.
Exactly how does the brand name look for to deal with the size-inclusive void on the market?
For much as well long, females in India have actually been reproached for having the bodies they normally do, while being pressed to obtain an impractical, Eurocentric elegance suitable (read: skinny, high, reasonable). Our designs are made to symbolize the 3 fundamental brand name columns of body positivity, sustainability, as well as dimension inclusivity. Created with petite-friendly hemlines, curve-accentuating shapes, as well as a minimalistic colour as well as print scheme, Lea supplies ageless layouts that can end up being a lasting component in clients’ storage rooms rather than including in the trend-driven, fast-fashion stack. Our whole collection is readily available in dimensions XS-5XL as well as revealed on all physique as necessary!
Why is lasting style crucial in today’s fast-fashion-driven economic climate?
As one of our fundamental brand name columns, sustainability goes to the origin of our brand name. We upcycle export excess materials to transform 70 percent of our collection, to provide a brand-new life to these soft, thrown out materials, as well as provide a brand-new life in a client’s wardrobe. Our goal is to not just produce premium garments as well as prioritise consumer fulfillment yet likewise guarantee they are made morally.
‘ Made to commemorate your contours’. Exactly how did this values obtain converted right into the clothing?
The plus-size style choices in our nation are primarily restricted to unformed garments created to camouflage “imperfections”, as well as not created to commemorate as well as emphasize larger bodies. As a matter of fact, the loss of accessibility to the Chinese brand name, Shein, was a significant discomfort factor for a bulk of the young, women, plus-size populace in the nation; while top quality as well as moral criteria for the brand name were abhorrent, it was basically among the only locations to go shopping classy, budget-friendly, plus-size garments.
Exactly how beneficial are influencer-brand connections in the age of social networks?
It’s clear that Lea as well as Saanjh have actually prospered owing to numerous critical influencer cooperations that have actually brought about the eruptive development of the brand name( s). In the age of social networks, web content is the crucial to success, as well as great connections with the most effective web content developers guarantees a lasting, long-lasting technique for natural development.
What does the future of aware style resemble?
The future of aware style, in our point of view, looks much less trend-driven, as well as extra concentrated on ageless design as well as technology. We wish to see even more brand names taking on lasting methods not just in the raw products utilized yet likewise in the moral therapy of work according to the greatest sector criteria.
somya@khaleejtimes.com
Lea Apparel is participating in the Numaish Wintertime Program 2021, from December 10-11 at Jumeirah Emirates Towers
