• FADTalents

Equiivalence | A Conscious Jewellery Brand by FAD Talent Avani Shah


Equiivalence

"MINDFUL FASHION BE THE ONLY FASHION"

Growing up surrounded by art, history and the rich culture of India, FAD PG Luxury & Fashion Management Alumni Avani Shah was passionate about Art and Fashion from a young age. In this interview we catch up with Avani on mindful fashion, her jewellery brand Equiivalence and getting recognized by PETA India.


How did you get into the niche of jewellery design?

Designing being the core of my interest, in order to express my creativity I pursued graduation in Accessory design followed by an internship at the heart of fashion in New York at a costume jewellery brand, Lulu Frost; I grew closer to the world of fashion and luxury.

Avani Shah


Tell us more about your brand and what inspired you to start it? My journey of Equiivalence began years ago when I was completely swayed after watching the 2015 documentary 'The True Cost'. It left me shattered and confused as to the direction global fashion was headed. I started reading, watching, and digging more into the global problems and issues caused by the fashion industry alone, which made me understand the meaning and need for revolutionary practices like sustainability, ethical business, and most importantly mindful consumption. The dots started connecting and I discovered a thought and a direction towards which I knew I could commit myself entirely.


Equiivalence


Do you have a favourite product from your latest collection? And why? All products are my creative expression, very close to my heart but if I had to pick one, it would be The Eye of Ra necklace that is a contemporary take on the classic Egyptian Eye of Ra symbol and is believed to protect the wearer from the evil energy at the same time elevate any look and bring out the inner quirk.


PETA India x LFW Campaign featuring Equiivalence

How does it feel to be a part of the PETA India x LFW campaign? Doing something you love and being appreciated for your handwork and creativity on such huge platforms, is an honour and I can’t be more thankful to the team of PETA and LFW for shortlisting Equiivalence designs and trusting us for their ‘KILLER LOOKS WITHOUT KILLING ANIMALS’ campaign in order to mark a Leather-free Sustainable Fashion Day.

PETA India x LFW Campaign featuring Equiivalence

What is your vision for Equiivalence?

"MINDFUL FASHION BE THE ONLY FASHION"

We strive to spread awareness on the importance of more mindful fashion and lifestyle choices one can make. It is important to us that our audience know why we create our products the way we do. We dare to imagine a world where sustainable and conscious consumption is the only consumption and hope for a better tomorrow - for ourselves, and the generations to come.

Equiivalence

What are your previous experiences with internships, jobs & projects? Which of them was most important to you personally?

I've had the opportunity to work on various roles at Lakme Fashion Week, By The Gram, Superkicks, Fairtrunk, Chamar Studio & LFS Conclave. Every experience, big or small, has helped me grow and evolve both as a professional and as a human being. The theory is best understood only when it is tried and tested & hands-on experience of every project and internship has fetched me some insight about the industry I never learnt in theory. Sometimes I felt tested and lost patience but in the end you realise that it was all a part of the grand plan universe has laid out for you, all we need to do is be patient and give our best.


Equiivalence

What are you working on right now? What's next for you? We are currently working on a new jewellery collection inspired by art and nature at the same time doing R&D for a unique and exciting range of apparel that is multi-purpose and multi-occasional. We aim to create a seamless balance between form and function in everything we do.


Explore Avani's Brand here.