TO MY BELOVED CUSTOMERS,
It’s been an incredible journey over the past 10 years.
I founded Payal Luthra to design beautiful, modern, and timeless garments that – like the family heirlooms that informed my aesthetic – resisted the trends of fast fashion and planned obsolescence.
Three years ago I decided to place the plight of our planet at the center of my work and Payal Luthra Ecologies was born. We increased our focus on sustainable materials, created partnerships with artisans and handloom weavers throughout India, and expanded our mission to celebrate nature and wildlife in support of conservation.
These efforts have been deeply fulfilling. They form a foundation that will shape all of my future work, because I remain convinced that the fashion industry can be a force for good. There is much to be done to reach that place, however, considering the industry’s current severe impact on the environment, its labor abuses, and the waste at the heart of fast fashion culture. I have now come to believe that it's time to focus exclusively on reshaping the industry itself.
That is why I’m proud to announce that beginning April 1st I will be joining WWF as the next Global Lead for Apparel and Textiles.
This is not an ending, but a beginning of so much more than I imagined when I founded this company. For the foreseeable future, I will be tackling these same issues in collaboration with some of the world’s most talented scientists, conservationists, innovators, manufacturers and some of the world’s largest fashion brands, to produce the kind of meaningful reform that is overdue across this industry.
As a designer, I look forward to a day when I can produce a fully sustainable collection made within a circular fashion economy – one where our ecosystems and resources are protected and materials are safely reused – so I’ve decided it's best for the earth and for my daughter’s generation that I put in whatever time is needed to join WWF in bringing about change that respects people and the planet.
Thank you for all your support over the years!
With endless gratitude,
We love animals, plants, lakes, and oceans. We love color and detail, learning and discovery, and making friends around the world. Our wanderlust is endless. And we believe fashion can inspire change.
Each ECOLOGIES collection is inspired by a wild place, and each product tells a story of its flora & fauna through modern design and traditional craftsmanship.
A portion of proceeds from every purchase supports the work of wildlife conservation organizations we have partnered with in each region. We also support artisans, Craftmark-certified enterprises and fair trade practices, and use certified organic and ethically sourced materials to help protect our planet.
We fell in love with Ranthambore, its flora and fauna, and its magical landscape dotted with mid-10th century ruins. And we want to help protect Ranthambore for future generations.
The Ranthambhore Tiger Reserve is the single largest expanse of dry deciduous forest left intact in India, and it is a home to the beautiful and endangered Bengal Tiger, as well as more than 30 other mammal species, 272 species of birds, more than 12 reptile species, more than 300 species of plants, 50 aquatic plants, and a large number of grasses.
Each design tells a story of Ranthambore’s beauty, and a portion of proceeds will be donated to Tiger Watch, a local NGO we have partnered with on this collection. Tiger Watch works to protect and conserve the wildlife of Ranthambore, and gives support to local villagers to reduce human-animal conflict.