I KNOCK FASHIONSUSTAINABLE SPECIAL

Wear Clothes That Matter! * Ethical Fashion Is The Future!

T R E N D I N GR E A D S

Sustainable Fashion It'sTruth, The Future Of This

Fashion Post COVID 19

S K I N C A R EE S S E N T I A L S

Home Hacks, DIY, DailyRoutine, Cruelty Free

Essentials

C U R A T E DC H A O S

LGBTQ- Queers And TheirAcceptance, State In The

World & Society

Designer Amit Aggarwal's Journey

Issue 2 | July 2020

S P E E C H L E S S & S H O C K I N G

In The Memory Of SushantSingh Rajput, Mental Stress

In Fashion & Beauty

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Sustainable Fashion AndEmployment In IndiaWeavers and hand looms are contributors to

sustainable fashion and employment in India. Hand

loom makes up the biggest part of the craft industry

in India, along with traditional techniques and roots

embedded in ancient artisanal traditions. However, it

incurred a steep decline between the 2nd and 3rd

census carried out for hand loom, conducted in 1995-

1996 and 2009-2010. The hand loom sector went down

from employing 65.6 lakh workers in 35 looms in 1995-

96 to employing only 43.2 lakh workers in 23 looms in

2009-10.

What Is The JapaneseConcept Of 'One MileWear'?The Japanese Concept Of ‘One-Mile Wear’: Theysay that despite all the clothes we own, we onlywear a couple from our wardrobe. Ultimately, wewant our clothes to be useful, to be worn, and to bekept. When we make mindful choices about theclothes we buy, we wear them more.

Indeed, we have our moments where we needclothes for our daily 9 to 5, work and leisure events,casual brunching scenes with friends, etc. But that’sprobably just a tiny percentage of the clothes youreally own.

MUST READS! SUSTAINABLE FASHION

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Up-Cycling & Recycling WithVeteran Fashion DesignerReynu Taandon

Fashion designer Masaba Guptalaunches plastic-free clothing line.Indian Fashion designer Masaba Guptahas launched an apparel line ‘I WillWear Out Plastic’, which featuresclothes, with detachable bags builtwithin the garment itself.

The veteran fashion designer of the Indianfashion industry Reynu Taandon, althoughdesigning for a long time established herbrand in 1999 under the name Mynah’s. Shehas been the Brand Ambassador of theParadiso Sahara Group and at Fashionista afashion educational institute.

Masaba Stepping Towards'Sustainable Fashion'

Photo Courtesy: Masaba

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Ruchika Sachdeva – A DesignerDriven By SustainabilityThe designer Ruchika Sachdeva who startedher own label in the year 2011 – BODICE, seesfashion from a distinct perspective. She wonthe Woolmark Prize for her collection ofwomen’s wear and considers that moment tobe the defining one for both, her brand andherself. Ruchika is a passionate fashiondesigner working within the integrities ofsustainable and ethical fashion.

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GET NOTICED! FEATURE WITH US!

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Sushant put his heart and soul into his craft, although he was concernedmore about research than looks, still every-time he managed to keep up

with the fashion trends naturally. He was one of the most talented actors the industry had, and it’s time thatwe remember him for the gem of a person he was. Rajput excelled everysingle path he crossed be it acting or fashion. Indian or western culturedresses he aced all of them and kept up on a point with ongoing fashion

culture and trends.

IN THE MEMORY OF SUSHANT SINGHRAJPUT!

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Kai Po Che!, Shuddh Desi Romance, Detective Byomkesh Bakshy!,Kedarnath, Chhichhore, M.S. Dhoni: The Untold Story, PK

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IS THE WORLD WELLDRESSED BUT DEPRESSED?

According to data by World HealthOrganisation(WHO), almost 8,00,000people die due to suicide every year,which is 1 person every 40 seconds andthe survey further depicts that India andChina account for 40% or more of theannual suicide deaths globally. This topicof mental health raised as yet again a pallof gloom descended on all of us, thedemise of Bollywood celebrity SushantSingh Rajput left the entire world to opentheir eyes and talk about mental illnessAlthough we don’t have direct access tothe inner workings of the mind ofsomeone who has passed away, there ismuch evidence that the thought processesare often gravely disordered by the effectsof trauma, mental health conditions, andsubstance abuse.

Talking about mental illness for some,the  high-end fashion  industry can behighly stressful, competitive, and critical.Most  models of the  Indian fashionindustry and famous fashion designers ofIndia  are portrayed as the “torturedartists”, someone who adorns and createsdark clothing. It emphasizes onappearance, the  fashion industry inIndia heavily focuses on appearance, andit has further created stereotypes of itsown.The fashion industry in India is known asa fast-paced, high-end fashion world fullof glamour and glitz. Thus, the questionarises; what happens when the runwaygoes dark?  I Knock Fashion understandsthat if a person can’t think rationally dueto impairment of the mind, the decisionclearly is not a choice.

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COVID 19 Impact: ZaraBoosts Online SalesOver Offline StoresAs the pandemic changes the psychology ofconsumer behavior, fashion giants also meandertheir sales and branding strategies to sell the latestfashion for women, men, and kids. Zara owned byInditex will now boost its online sales; closing downabout 1200 brick and mortar stores across theglobe. With the closure of these stores, the storecount would drop between 6000- 6700respectively. It is expected that most of the closureswould be in the European and Asian countries.

Catch Up WithHUL Decides To Drop TheWord “Fair” From The IconicBrand Fair & Lovely!

LATEST NEWSFashion & Beauty World

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Matthew M Williams BecomesGivenchy’s New CreativeDirector

Rajesh Pratap Singh Steps IntoA New Era Of Design As SatyaPaul’s Creative Director!

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Vespa 946 Christian Dior: TheAlluring Collaboration Of TwoDesign Icons

Yeezy X Gap: Kanye West AndGap To Launch CollaboratedClothing Line!

Indian Government BansPopular Chinese Fashion Apps!

Sustainable fashion can be a one in all solution toreduce all the harmful impacts the industry iscausing to the environment over the years. It is aperfect alternative to fast fashion, Sustainability infashion acts as the closest possible alternative thatsubstitutes a more fulfilling lifestyle choice. Itsignificantly lowers our impact on theenvironment, as under  sustainable fashion  wepossess only that we use and we use all that wepossess. Along with this, the other major factor isthat eco-friendly fabrics and accessories last for avery long time.Organic materials keep on getting betterwith time and don’t need to be disposed of soon,Sustainability as a process includes how weproduce and consume garments, shoes,accessories, and other textiles.Since the Bangladesh factory incident, severalorganizations looked out to educate and briefconsumers about the impacts the  fashionindustry  has on the environment and encouragedthe consumers to opt for better fashion choices.

Will COVID 19DRAWATTENTIONTOSUSTAINABLEFASHION?

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Read Full Blog

RECREATEYOUR DENIMS

If your denims are showingthreads, just trim and addlace to it . Perfect for those

summer outings!

A patchwork of pieces ofdenim, make a perfect rug

for modern homes. Give yourdenim a second chance!

Cut out the pocket area andfix it on embroidery hoops.Just hang it on the wall and

use it to put your things!

Your torn denim pockets canhang on those wall hangersto make perfect storage for

your essentials.Do patch work or stick to

decorate it!

Stencil paint your denimsand make them just as new to

flaunt in front of yourfriends!

Small prints or large ones,they look lovely!

2.1.

3.

5.4.

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IN CONVERSATIONWITH INDIAN

FASHIONDESIGNER

AMIT AGGARWALR E A D N O W !

P A G E 9

For decades, make-upand  skincare brands  have beentaking the lives of many animals inthe name of ‘product testing’. Thisprocess involves testing everychemical and ingredient that goesinto making a cosmetic beforelaunching it in the market forhuman use. According to a 2016report by PETA, over 250 cosmeticbrands still test their products onanimals, adversely affecting over27,000 animals each year. In orderto put an end to this barbaricpractice, many brands andconsumers are now producing andsupporting ‘cruelty-free’cosmetics. This means, neither theproduct nor any ingredient will betested on animals by the brand orany third party. This initiative isslowly gaining pace as many majorbrands – including the likes ofLush and Urban Decay have joinedthe initiative. This has also paved apath for many local organic brandslike Kama Ayurveda and BiotiqueNaturals.

Hollywood stars have taken this astep ahead and have launched theirown lines of cruelty-free cosmeticsand beauty care products. Actors likeJessica Alba and Drew Barrymorehave introduced eco-friendly brands– The Honest Company and Flowerrespectively. Their brands advertisetheir products as beingenvironmentally friendly throughtheir use of novel ingredients and bynot partaking in animal-testing,  while still providing products toconsumers at affordable prices.With increasing celebrity attentionand passionate enthusiasm fromconsumers (specifically millennialswho are big on sustainability), we’veseen a rise in demand for cruelty-free beauty care and cosmetics inrecent years.However, the outlook is not thatpositive and even with powerfulinitiatives and advanced technology,many major companies arecontinuing this age-old, cruelpractice. Chinese law even requiresinternational brands to test theirproducts on animals before they canbe sold in their markets.

CrueltyFreeCosmetic& BeautyCareProducts

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BEAUTY

Banana PackMash some bananas and add atablespoon of honey with somelemon juice, apply it on your oilyskin as a mask and wash withcold water after 10 min.

Sugar scrubTake a spoonful of crystallizedsugar, add lemon or warmwater for it to stick together.Now use it as a scrub for babysoft skin.

Curd and HoneyFor dry skin, take a spoon of curdand add half spoon of honey, mixand apply on your face. Leave for5-7 min, wash with cold water.

Coconut OilCombine sugar, salt , honeyand coconut oil into a thickpaste and use as a scrub foryour body.

GO CRUELTY FREEEASY KITCHEN HOME HACKS FORSKIN

Flax SeedGrind flax seed, mix withhoney, curd and wild turmeric,apply all over your face, keepfor 10 mins and wash with coldwater.

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Ever felt caged? Like you have to do this for a lifetime whether or not you wantit! You can't express yourself to the people whom you have grown along? Youwant to scream, shout, tell others that you are like them with differentpreferences!This was and maybe still is the life of many Queers in India! While we got alawful constitution in the 1950s, it wasn't until 2017 that the 'BharatiyaSamvidhan' recognized the love that was a little different than what the societywould approve of or as termed by section 377 'Unnatural'! This law prevailing in India regarding the criminalization of same-sexmarriage or even sexual expression in private was introduced during theBritish- Era, before it, transgender, same-sex love was a common sight in theIndian society.It took a year more even after protecting love expression in private under theRight to Privacy act by the Supreme Court of India in 2017, for the LGBTQcommunity to gain absolute normalcy in the society under law.

The section 377 lawyers Menaka Guruswamy and Arundhati Katju- fighting against the draconian law set by Britishers andfurther adopted by the Indian constitution came out openly speaking about their relationship. Another celebrity chef RituDalmia also revealed her liking for women after the decision was made and implemented by the Supreme Court Of India.Section 377 under the Indian Penal Court 1860, criminalizes sexual acts "against the order of nature." Whoever voluntarily hascarnal intercourse against the order of nature with any man, woman or animal, shall be punished with 1[imprisonment for life],or with imprisonment of either description for a term which may extend to ten years, and shall also be liable to fine. The struggle and fight against this barbaric law haven't been easy for the Indian LGBTQ society. It took them years after the firstplea was rejected in 2013, the same year when Suneet Verma- The Indian fashion designer married Rahul Arora in New York. Itwasn't until 2018 that the Indian Supreme Court stood for the rights of the LGBTQ community legalizing same-sex marriage andmaking it a normal in the society.

But the question is- Does the society see it as NORMAL?

LGBTQ- Does The Society See ItAs Normal?

WHAT WAS SECTION 377AND HOW WAS ITSTRICKEN OFF?

“The onlyqueer peopleare those who

don’t loveanybody”-Rita Mae

Brown

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PRIDE MONTH

SPECIAL

LGBTQ: DOES THESOCIETY SEE IT AS

NORMAL?PRIDE - LGBTQ

I Knock Fashion surveyed a sample size consisting ofIndians within an age group of 19-45 years. Interestingly the findingsof the outlook of the Indian society towards LGBTQ were surprising.While 80% of the Indian population falling between the age group of19 -24 years seems to be indistinguishable of LGBTQ considering themequally a part of the society as the others, many were not in favor ofattending Pride Parades or other such events. This leaves us thinkingwhether this generation that has had the most global exposurethrough social media and the web; follows the live and let live policy.Well many say, Asian countries, especially the people of India, have asoft heart and a rigid mind. The age group between 25-45 yearsare either neutral or unfavorable towards the queers, yet claim tohave a 'no change in attitude' for its friends who would open up tobeing LGBTQ to them.As the law favors the LGBTQ community, many still succumb,indecisive to opening up about diverse or different preferences, thisis majorly due to the societal norms set during the British era againstqueers, embedded deeply within the people.Another eye-opening find is that while the younger generationaccepts their siblings as queers, the 25 years + choose to neglect thequestion about acceptance of siblings being LGBTQ openly.The survey thus makes it clear that those that have been exposed toglobal trends from an early age seem to be more accepting of theLGBTQ community while the others are still reluctant towards themodern approach to LGBTQ.

Hence, the law has accepted and legalized all the rights for the LGBTQ inIndia, but a large part of the society still see's it as a taboo.

A Judge of Lok Adalatand a social workerfrom West Bengal,Joyita Mondal in July2017, became the firsttransgender to attendoffice as judge of LokAdalat at Islampur,India.

OUTLOOK OF THE INDIANSOCIETY TOWARDS LGBTQ

INDIA'S FIRSTTRANSGENDERJUDGE- JOYITAMONDAL

Societal Norms- 78.3%Law- 13% Relegious Belief- 8.7%

Civil ServiceExamination rules2020 to haveTransgender asseparate category ingender.

What is thereason for theLGBTQcommunity tonot open up?

INCLUSIVE LAWSOPENING WIDEROPPORTUNITIESFOR LGBTQ

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PRIDE MONTH

SPECIAL

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PRIDE MONTH SPECIAL

How would your behavior be towards a friend who just opened upabout being Gay/ Lesbian?

1.More Accepting 2.Distance Maintaining 3.No Change

Take The IKF

Survey Now!

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Inclusivity has always been the motto of thefashion industry. Be it size, color, Pride or anyother concept built by the society, fashionindustry and beauty industry have always had amind of its own. The Indian fashion designers,global makeup industry, international fashionbrands and organizations representing fashionand beauty do not know to discriminate insteadthey purely judge you on the basis of your talent.Queers have had a special place in the fashionand beauty industry, be it the famous Indianfashion designer Wendell Rodricks or therenowned Rohit Bal and Anwesh Sahoo a fashionillustrator and model, they all are wellcelebrated for their talent and work.

"There is nothing wrong with you,there is a lot wrong in the worldyou live in"- Chris Colfer

LGBTQ:DoesFashion &BeautySupport TheQueers?PRIDE - LGBTQ

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PRIDE MONTH SPECIAL

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Know-It-All AboutThe Drag Queen

Makeup!P A G E 1 6

PRIDE MONTH SPECIAL

SCARF IT UP! S T Y L E Y O U R S C A R F I N M A N Y W A Y S !

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Designer Anita Dongre is the founder of Houseof Anita Dongre, an Indian fashion house, andthe founder of Pink City, a handcrafted jadaufine jewelry brand. In 2015, And Designs IndiaLimited re-branded itself as House of AnitaDongre. It shelters AND, Global Desi, and hersignature label ANITA DONGRE. She recentlyintroduced Anita Dongre Grassroot to herfashion house, which is a sustainable and luxurypret label.

DID YOUKNOW?

Doubling theuseful life of

clothing fromone year totwo yearsreduces

emissions overthe year by

24%

Fashion Fact

MEME & FACTS

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IKF IQ!WHICH COUNTRIES DOTHESE DRESSES BELONG TO?

IndiaCambodiaChile

Saree

ChinaJapanArgentina

Kimono

ChadSudanCongo

Liputa

LaosVietnamCombodia

Ao Dai

RussiaChinaMongolia

Hanfu

Click Here ToPlay More!

Play The Maze!Must Try!

Screen shot the maze, play on edit, find the wayand tag @iknockfashionofficial

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ENJOY THE READIndia | Japan | Congo | Vietnam | China

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