In London Fashion Week’s Estethica guide for AW09, Matilda Lee of the Ecologist, picked the top eleven women most inspirational women in ethical and sustainable fashion today and her list includes Sindhu Venkatanarayanan, founder of DeviDoll.com. DeviDoll is an online boutique which sells chic, up-to-the minute fashion; pure, organic products for the body and exquisite soft furnishings for the home.
Along with Lucy Siegle, India Knight, Livia Firth and Dilys Williams among others, Sindhu was selected for her upfront image as activist cum retailer in the world of ethical fashion. Sindhu has been part of Estethica’s vetting panel and also writes a regular blog (‘Curate Your Consumption’
DeviDoll.com (www.devidoll.com)
Says Sindhu, “DeviDoll's most public face is the boutique but there is more to the brand because we are ultimately striving to make clear that the scrutiny of luxury goods’ consumption in today's ecologically and socially aware society is often misplaced – we believe the consumption of luxury need not be conspicuous, selfish, thoughtless or shallow. By making room in the ethical lifestyle space for couture and luxury, DeviDoll proves that being eco and ethical need not preclude being in vogue.”
DeviDoll is currently enjoying great success with its Spring Fling sale, partnering with sustainable fashion designer From Somewhere with huge discounts on international ethical fashion labels such as Mociun, Kelly B, Deborah Lindquist and Fin, many of whom are exclusive to DeviDoll.com.
Says Sindhu of the Spring Fling, “This is the very first time that DeviDoll has been involved in a venture such as this. I personally love From Somewhere and it is a great honour to partner with them as both brands stand for original, stylish fashion as well as involvement in the ethical fashion space. We are showing our commitment to keeping the flag of ethical fashion flying high despite peoples’ possible current financial constraints, and I most certainly don't want cheap, fast fashion to seem attractive again.”
All DeviDoll clothes and furnishings are made from organic or alternative fabrics (such as hemp, soya, bamboo, modal, peace silk); benefit children and/or women in their production; help revive ancient handicrafts among local populations or are made from vintage or reused materials. Every label eschews any form of animal cruelty.
DeviDoll's Spring collection including Mociun, Doie, Fin and Sarah Donegan, is available from the end of March 2009.
