Social enterprise fashion brand Dolce Vee is harnessing celebrity events to promote its second hand fashion business and aims to spread awareness on World Environment Day on June 5.
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“On World Environment Day, we are reminded of the profound impact our fashion choices have on the planet,” said Dolce Vee’s founder Komal Hiranandani in a press release. “Thrift shopping encourages a more sustainable approach to consumption, offering an alternative to the traditional buy-use-dispose cycle that dominates modern consumerism. At Dolce Vee, we believe in the power of the preloved movement to create a sustainable future.”
The brand aims to increase awareness about pre-loved fashion by holding pop-up interactive events with celebrities including Ranbir Kapoor, Bhumi Pednekar, Shruti Hassan, and Arjun Kapoor among others. The brand aims to harness the power of celebrity to give second hand fashion a youthful and desirable image.
“By choosing preloved fashion, we not only reduce waste but also conserve resources and lower our carbon footprint,” said Hiranandani. “Every garment has a story, and through our collective efforts, we can ensure that story contributes to a healthier, greener world. Let’s celebrate today by making mindful choices that benefit our environment and future generations.”
Dolce Vee retails its second hand clothing online with its multi-brand selection including labels such as Max Fashion, Miss Sixty, Zara, Atmosphere, Gia, and Diesel as well as a wide selection of ethnic wear for women. The business has partnered with a range of fashion enthusiasts including Isha Bhansali, Sophie Choudry, and Pooja Jambotkar among others for curated wardrobe selections, according to its Facebook page.
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