LOVEtc Debuts: Janhvi Kapoor Celebrates Sustainable Fashion
LOVEtc by Ananya Birla launches with Janhvi Kapoor as ambassador, promoting sustainable, versatile fashion essentials for the conscious, modern woman through elegant, eco‑friendly designs
Prakhar
Ananya Birla’s lifestyle brand LOVEtc has introduced its first collection, fronted by Bollywood star Janhvi Kapoor, championing sustainable fashion essentials. The campaign blends Kapoor’s modern glamour with the label’s commitment to eco‑friendly fabrics, versatile silhouettes, and timeless design philosophy.
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Sustainable Style Meets Celebrity Influence
Janhvi Kapoor brings youthful charisma and social consciousness to LOVEtc’s launch. In vibrant campaign shoots, she models wardrobe staples—organic‑cotton tees, bamboo‑blend dresses, recycled‑polyester jackets—each styled for work, weekend, and evening. Kapoor’s effortless looks show that sustainable fashion can be both chic and guilt‑free.
Educating Through Elegance
Digital snippets feature Kapoor explaining fabric origins, garment lifecycle, and care tips to extend clothing longevity. These brief, engaging videos empower consumers to make informed purchases, pairing celebrity appeal with practical sustainability lessons.
Digital Fashion Community
LOVEtc’s #LoveSustainably challenge encourages customers to share their favorite eco‑fashion moments. Monthly “Style & Sustain” workshops with fashion influencers, live Q&As with designers, and upcycling tutorials foster a community around conscious consumption.
Pioneering Ethical Wardrobes
By aligning star power with environmental values, LOVEtc positions itself at the forefront of India’s sustainable fashion movement—offering stylish solutions that never compromise ethics or aesthetics.
