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Sustainability is everywhere in fashion right now. On labels. In campaigns. Across store windows and social feeds. But the question I keep coming back to is a simple one: Who is it actually for? Because after years of working on the shop floor — creating the displays, setting the scenes, watching customers walk in and walk out — I have seen how sustainability is communicated. And more importantly, how it is received. The two do not always match. Brands today are saying all th

For years, sustainability in fashion lived on swing tags. "Conscious." "Eco." "Responsible." Words that looked good under store lighting, neatly merchandised beside neutral-toned collections and recycled paper signage. I should know — I spent years creating those displays. I told those stories. And like many in retail, I believed in them... to a point. Because behind the scenes, "sustainable" was often more suggestion than substance. A Personal Note from the Shop Floor When I

It has officially been one year since I completed my Master’s degree in Fashion Business and Marketing in the UK. Hitting this one-year mark made me pause and reflect on my journey so far. And honestly? It has not been the journey I imagined. But it has definitely been one of the most interesting learning curves of my career. Before coming to the UK, I spent several years in India working as a Visual Merchandiser. I started as a VM intern and gradually grew into roles where I

The Shopping Conspiracy isn’t just about shopping I’ve watched Buy Now: The Shopping Conspiracy on Netflix twice.The first time was last year, somewhere around Black Friday — a moment when consumption is at its loudest. It left me uneasy. Not shocked, but unsettled. The second time, I watched it againbecause it stayed with me. The discomfort lingered, opening up thoughts I knew I needed to sit with — and eventually share. Having spent years working in retail, and of course

We moved to London during Christmas, when the city feels alive with lights and promise. Yet my early weeks passed in a quiet blur of settling in, starting a new job, and learning to find my feet again. With little time to explore and my career in transition, London remained something I admired from a distance. That changed one late Sunday night as I walked through Regent Street, Oxford Street, and Piccadilly Circus , finally allowing myself to slow down and really look around

My fashion journey didn’t start on the shop floors of Manchester — it began in the bustling classrooms of NIFT Mumbai , one of India’s leading fashion institutes. It was there that I first learned how creativity, design, and commerce could come together to shape the stories we wear. From that foundation, I stepped into the retail world, where I would spend the next 16 years working in fashion and visual merchandising . Mumbai became the city where my career grew, my creativit