Studio Amala: The Brand that Does Not Sacrifice Glamor for Sustainability
When it comes to sustainability, Amala Pendse’s Studio Amala cuts no corners. This Mumbai-based fashion brand mixes vintage allure with contemporary charm to introduce a new take on sustainable glam. With unique textures and patterns made from recycled materials, locally-crafted garments, and a made-to-order model, Studio Amala exemplifies thoughtful production.
Check out this interview:
When and why did you start Studio Amala?
Image via Studio Amala
When I started Studio Amala in 2021, there was a gap in the market that I wanted to bridge. There were barely any players in the evening wear category with a 360-degree approach toward sustainability. I wanted to create an amalgamation of glamour and sustainability, where I could break away from the stereotypical sustainable aesthetic of neutral tones, and austere fabrics. I always intended my brand to represent the glamorous side of sustainable fashion.
How do you define sustainability?
For me, sustainability is a framework, a 360-degree approach.
It's all about reducing environmental impact (REI) and increasing the positive social impact.
Image via Studio Amala
How has your culture impacted/inspired your brand?
I come from India, which is one of the oldest civilizations on the planet, a country rich in culture and heritage, it has over 3000 craft forms. These art and craft forms have been passed, from generation to generation, and are fading due to industrialization. As an Indian designer, I've had the opportunity to work with a few of these craft clusters. Surface embellishment techniques such as zardozi embroidery and mirror-work can be seen in my recent collection.
Image via Studio Amala
What does the process of choosing your artisans and fabrics look like?
Image via Studio Amala
I work with local artisans from various craft clusters across the country, I prefer working with female artisans since women in rural India barely get any opportunities compared to their male counterparts. I want to change this social landscape and empower female artisans by giving them equal opportunities.
As a sustainable designer, I choose fabrics that are repurposed, biodegradable, and made from natural fibres.
What has been the greatest reward of your made-to-order model?
Zero inventory cost and zero pre-consumer waste are the greatest rewards of our made-to-order model. Also working on a made-to-order model helps me to cater to every size and body type.
How do you envision the future of fashion sustainability?
The sustainable fashion movement is gaining momentum, I hope that more people embrace sustainable fashion and start supporting ethical fashion that is environmentally conscious. Be a conscious consumer, buy garments made from natural fibers, and avoid polyester.