From Katy Perry’s Upcylced Clothing To Artworks Replacing Photoshoots, Magazines Are Going Green And We Love It

I still remember the day my mother let me read my first fashion magazine. It was a very early issue (probably 99′) of Meri Saheli and the memories of me being lost in its pretty pictures are still fresh. I demanded to buy a certain lipstick I saw on a model, to which my mum replied with a “LOL, sure” and moved on. Since then, I have been an avid reader of editorials, periodicals and any kind of published material I can get my hands on. It was only in my college days that I couldn’t carry these around. I decided to switch to digital versions of them and begin the journey of minimal living. Since then, the publishing industry has gone through massive changes, working towards a more sustainable business model and finally shake off the criticism of being “too indulgent” in its glossy pages. And the innovations that are coming up are so wholesome and creative!

We won’t get into all the initiatives taken by publishing houses, they are A LOT. But a few recent developments have gotten our faces plastered with a silly smile on how adorable they are. Case in point: Vogue India‘s January feature with pop sensation Katy Perry.

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For the issue, Katy was dressed in a very conscious manner. In one shot, she’s got a Richard Quinn dress whose prints are made in-house from a printer that uses less water and causes minimal waste. She is also sporting headbands made from upcycled scraps by Abu Jani Sandeep Khosla and  turning belts from Anushka Khanna into headpieces. Some of her bling comes from Swapna Mehta that is made from upcycling traditional pieces of jewellery. This impressive collection also consists of a Manish Arora creation crafted from leftover fabrics from previous collections. She’s got cruelty free and vegan shoes from Papa Don’t Preach by Shubhika and hand made hairpieces from Anaita Shroff Adajania on herself. How cool is that?

ALSO READ: Katy Perry And Dua Lipa’s Stage Wardrobe Woes In The Mumbai Heat Are So Relatable

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The Vogue India shoot comes as an extension of the publication’s move towards a more sustainable form of circulation. Just last week, Vogue Italia came out with its first-ever no-photoshoot edition, featuring artwork from local artists. In his editor’s letter, Emanuele Farneti listed what went in their September 2019 issue and was a strain on resources: “One hundred and fifty people involved. About 20 flights and a dozen or so train journeys. Forty cars on standby. Sixty international deliveries. Lights switched on for at least ten hours nonstop, partly powered by gasoline-fuelled generators. Food waste from the catering services. Plastic to wrap the garments. Electricity to recharge phones, cameras … ”.

In order to find an alternative for the same, the editors decided to create a “no photoshoot” issue. Farneti also said, “I think that the most honest way to face a problem is starting by admitting it. That was our way to say that we know we are part of a business that is far from being sustainable.”.

May we say, how beautiful the artwork looks? P.S. they are actual models wearing labels and posing for the images!

ALSO READ: Designers And Fashion Industry Insiders Tell You How To Be More Sustainable In 2020. Add It To Your Resolutions

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A big way that editorials have taken the green route has to do with the paper and packaging. The Guardian did away with plastic packaging but replaced it with compostable wrapping called Bioplast, which is derived from potato starch. The move helped them cut costs as well, a bonus on top of being mindful. The Canada-based magazine switched to Kraft mailers instead of polybags and it only made its readers happier and more informed. These initiatives fill us with a lot of joy AND offer a new away of catching up on the latest trends.

The future of printed magazines lies in innovation and going ‘green’ and we stan the updates!

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