Monica and Karishma of JADE team up with PETA to create a line of vegan accessories

The ‘Made For Love’ collection brings the designer duo’s vision for cruelty-free luxury to life, without compromising on mindfulness

The fashion industry’s commitment towards conscious living and mindful consumption in India is slowly growing, one designer at a time. Joining this bandwagon of sustainability are designers Monica Shah and Karishma Swali of the label JADE. After working in the fashion industry for 20 years as couturiers, the duo teamed up with PETA (People for the Ethical Treatment of Animals) for their very first collection of vegan accessories.

‘Made For Love’ is a collection of premium accessories that bring the designers’ vision for cruelty-free luxury together with the ideas of veganism and mindfulness. The duo shed the idea of using leather, silk and wool to include one-of-a-kind, heirloom-worthy minaudieres that are inspired by the seven chakras and handmade in silver by master silversmiths from West Bengal. While the 18k gold-plated enamel bags explore the intricate hand-embroidered meenakari work, the line of footwear is hand-painted by local artisans to exemplify their skills.

As an advocate of slow fashion herself, we spoke to Monica Shah on what went into the making of this collaboration with PETA, her idea of sustainability and the ‘scent of JADE’.

How did this collaboration with PETA come about?

This campaign, in collaboration with PETA, is about inspiring values of new-age luxury. The idea is to embrace the epochal ‘ahimsic’ Gandhian values of mindfulness, compassion and respect for all forms of life. With an unshakable resolve to create the most exquisite objects with least impact or harm on the environment, we designed a premium collection of accessories. My commitment to cruelty-free luxury and the design process of mindfulness that celebrates life has inspired this PETA-certified, vegan, luxury accessory line. Each piece reflects an undying passion for craft, vintage regalia and handmade lux infused with a pan- global sensibility.

What kind of materials have you used for this collection?

The collection does not use any leather or animal products. Instead it relies on vegan leather, natural fabrics, dyes and traditional craftsmanship techniques to create collectibles that will endure the test of time.

With this being your first collection of vegan accessories, what kind of challenges did you have to overcome to create cruelty-free pieces?

Sourcing the best quality of vegan raw materials was definitely a challenge. Artistically, we wanted to create a collection that exuded a kind of soulfulness at every level, and bringing that alive in each creation, in unique ways, was definitely a challenging yet fulfilling endeavour.

With the fashion industry waking up to issues like excessive waste and labour exploitation, how do you incorporate sustainability in your design processes?

We try to follow a circular economy as much as possible. The fabrics from our couture garments are upcycled in our accessories and packaging. We don’t mass-produce anything.

You also collaborated with Naso earlier this year to create the ‘scent of JADE’. How did the idea of tapping into the fragrance sector come about?

I like the idea of luxury being a truly sensorial experience–engaging all senses and elevating one’s state of being. I also see fragrances as a way to tell one’s own personal story. As creators, artists and lovers of Indian craftsmanship, we’re always looking for new ways to celebrate and innovate using traditional techniques. This is what sowed the seeds of this beautiful collaboration.

From couture collections to perfumes and vegan accessories, you’ve done it all. What’s next in store for you?

We’re very excited to explore new avenues of expressions ourselves. There’s no limit to what our country’s craft techniques can achieve.

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