Outfits Transmuting to Grocery Bag, Masaba Gupta

The campaign #IWillWearOutPlastic, the designer Masaba Gupta has collaborated with UNEP (United Nations Environment Programme) and Ogilvy. It’s a bang for the environment-friendly consumers and the ones who love greens all the way. Isn’t it fascinating that your outfit will double up into a grocery bag, say no to plastic together with the newest collection of #MasabaGupta. 

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#Repost @houseofmasaba Become a diva in the dress that spells the end of the plastic peril. The Temple Swan Hi-Low Dress features a bag attached to the back with a zipper. When detached, it turns into a bag with two handles while the dress transforms into a shorter version of itself. #IWillWearOutPlastic #BeatPlasticPollution 📸 @kevin.nunes.photography Model: @sanathampi Music: www.bensound.com

A post shared by Mufasa✨🌙 (@masabagupta) on Jan 22, 2020 at 10:31pm PST

In an interview with Grazia Masaba Gupta answered about the idea of this campaign

” It all began when Ogilvy reached out to me about a year and a half ago, with this global initiative to ban single-use plastic. They work very closely with the UNEP and wanted House of Masaba to come on board as the design house for this campaign. The idea was to create a clothing line that could turn into bags. Working around technicality, feasibility and design were definitely challenging but we managed to create our first ever conscious line and give back to the environment in our own way. We’ve put a lot of research and innovation behind every garment – there’s a one-shoulder dress with a detachable sleeve that converts into a bag, a pantsuit where the hem can be detached to become a carry bag and so on. And the best part is that when you look at the garment, you can’t tell that there’s a bag attached to it. The entire agenda was to design a fashion line that’s both wearable and commercially viable.”