We recently had the opportunity to interview Vino Supraja, an author, an award-winning sustainable fashion designer, keynote speaker, and the founder of her brand, Vino Supraja. With expertise in sustainable fashion, Vino has a storied background in textile design, international awards, and Fashion Week showcases, and leads her brand, dedicated to merging style with sustainability.
As the author of “What is Sustainable Fashion,” she’s on a mission to prove fashion can be a force for good. In this insightful session, Vino shares her vision for a transformative industry, where artistry meets responsibility, shaping a sustainable future, one conscious choice at a time.
Spark Behind The Journey
We were intrigued to learn about the career journey of Vino Supraja and the events that inspired her to be in this field. We asked, “Reflecting on your journey, what inspired you to start in your current industry, and what was a defining moment early in your career?”
Vino Supraja shared, “Born in Vandavasi, India, I pursued architecture in Chennai, before transitioning to a successful media career as a radio jockey, producer, and TV anchor. A move to Shanghai led me to discover my passion for fashion, earning a degree and showcasing my graduation collection at Shanghai Fashion Week, featured in Vogue China and Elle China. Furthering my career, I presented collections at Brooklyn and New York Fashion Weeks in the US. Now based in Dubai, I’ve expanded my expertise in Fashion Marketing and founded a sustainable fashion brand, available in the UAE, India, and Singapore.
I first see myself as an artist – I design my textiles, and each garment becomes my canvas. I express who I am through the prints and fabrics I create, translating my ideas into tangible forms by collaborating with grassroots artisans. They bring these visions to life through their craftsmanship, producing the final products. In many ways, I feel like I’m a child of destiny, with each phase of my journey shaping the brand and the person I’ve become.”
Adaptability Amidst Uncertainties
Challenges are an inevitable part of every career path. So, we asked, “Throughout your career, what has been one of the most significant challenges you faced, and how did you overcome it?”
“Like many designers, I was initially drawn to the glamor of the runway and red carpets, but my perception shifted when I came face-to-face with the environmental and ethical impact of the fashion industry. The realization that I was part of a system contributing to pollution and exploitation was difficult to accept. This truth led me to pivot toward sustainable fashion and establish my sustainable and ethical brand in the UAE.
One of the ongoing challenges is educating consumers about sustainability, helping them understand the real cost of a garment, and why it’s important to pay a fair price. Another significant hurdle is competing against fast fashion, where garments are mass-produced cheaply. In addition, as a slow fashion brand, we work with weavers from remote villages in South India, and managing logistics with them presents unique challenges. Despite these obstacles, staying true to my values and focusing on sustainability and fair wages has been central to the brand’s growth.” Vino Supraja replied.
Potential Trends Of The Fashion Industry
We further asked, “Given the rapid evolution in your industry, what major trends do you see shaping the future, and how is your company preparing for them?”
Vino Supraja responded, “The concept of ‘trends’ itself presents a significant challenge in fashion. New trends emerging almost weekly create immense pressure on brands to evolve constantly. However, our approach has always been to design timeless, high-quality pieces beyond trends’ fleeting nature. We believe in creating garments that can be worn for years, cherished, and passed down, rather than items that quickly go out of style.
In contrast to the fast-paced fashion industry, we prioritize longevity and craftsmanship, offering sustainable, eco-friendly garments. Another growing challenge is the rise of ‘greenwashing,’ where large brands market themselves as sustainable without substantially changing their practices. But for us, sustainability isn’t just a trend – it’s a core value that influences every step of our process, from sourcing materials to how we treat our artisans.
Amidst these, we stand apart through authenticity and transparency. Our core value of sustainability drives every step, from material sourcing to artisan treatment. We emphasize clear storytelling, certifications, and ethical sourcing to ensure customers understand the true value of our products. By staying true to these principles, we differentiate ourselves from greenwashing giants and foster a strong connection with our audience.”
Plans We Asked Vino Supraja
Eager to learn about the plans Vino has set for her brand, we asked, “Looking ahead, what are your aspirations for your company, and what strategies are you considering to achieve them?”
Vino Supraja replied, “At the heart of our brand is a deep respect for traditional craftsmanship and the artisans who have honed these skills over generations. Our mission is to work closely with grassroots artisans, particularly those in remote villages of India, and to reimagine their traditional crafts for a global audience.
These artisans are the lifeblood of our brand – they bring unique expertise in weaving, embroidery, and fabric-making, skills passed down through their families for centuries. We see it as our responsibility to preserve this heritage while adapting it to create premium products that resonate with modern consumers.”
“By fusing these time-honored techniques with contemporary design sensibilities, we aim to create pieces that honor the artisans’ heritage yet remain relevant in today’s global market. Each product we create tells a story, not just of the designer but of the artisan behind it. This ensures that their legacy is preserved and celebrated on a much larger scale.
With a strong presence in Dubai, India, and Singapore, we’re expanding our sustainable fashion brand globally, targeting markets that value craftsmanship. Our growth strategy focuses on nurturing customer and artisan relationships, ensuring fair wages and consistent employment. Enhancing our digital presence allows us to share our story and craftsmanship with a wider audience. We envision bridging traditional craft and contemporary fashion, symbolizing the fusion of heritage and innovation, and empowering artisans along the way.” Vino Supraja added.
Embracing The Latest Innovations
AI and emerging technologies are transforming businesses. We asked, “How do you see these changes affecting your industry, and how is your company adapting?”
“We’ve already begun tapping into the potential of AI with our ‘Killer Fashion’ campaign, which aims to raise awareness about animal cruelty in the fashion industry. Using generative AI, we created a unique concept where animals were given a voice to speak out against the harm inflicted on them for fashion. The campaign struck a chord with audiences, garnering significant media attention in India and being featured on prominent platforms like the hoardings of Cyber City in Delhi NCR.
This experience demonstrated that AI, when used responsibly, can be a powerful tool for enhancing creativity and amplifying important messages.
Rather than viewing AI as a threat, we see it as a complement to human creativity. It offers opportunities to push the boundaries of what’s possible, helping us communicate in previously unimaginable ways.
AI can assist in areas such as design innovation, personalization, and even storytelling, enabling us to connect with our audience on a deeper level. Our goal is to continue experimenting with AI as a tool for creativity and advocacy, ensuring it aligns with our values and enhances the human-centered approach at the core of our brand.” Vino Supraja added.
Core Values Of The Brand
We were interested to learn more about the values that guide Vino’s brand and then team. So, we inquired, “What guiding principles or core values have you consistently relied on to drive your company’s success?”
Vino Supraja responded, “Our company is built on the belief that the people behind the garments are just as important as the final product. The skilled artisans and craftsmen we collaborate with are the backbone of everything we do. Their talent and dedication bring our designs to life, and ensuring their well-being is a fundamental part of our mission. Every time we see our work’s impact on their lives – the smiles, the improved livelihoods – it reinforces our commitment to this path.
The human connection we share with our artisans is what keeps us motivated. It reminds us that fashion is about clothes and the people and stories woven into each piece. Even in the face of challenges, this sense of purpose drives us to keep pushing forward, knowing that our efforts make a meaningful difference.”
Setting A Different Approach
To learn how Vino ensures that her brand has a unique position in the market, we asked, “Could you share an innovative strategy or approach that has recently helped your company stand out in a competitive market?”
Vino Supraja replied, “We recently had the opportunity to present a collection at London Fashion Week inspired by the ancient Tamil street theater, Therukoothu. To bring this cultural narrative to life, we invited an authentic folk artist to perform on the runway before the models began their walk, accompanied by traditional music that set the tone for the show. This immersive cultural experience captivated the audience and highlighted the richness of Tamil heritage, something rarely seen on an international fashion stage.
This unique approach gained the attention of major publications such as Elle, Harper’s Bazaar, and Marie Claire in the UK. It wasn’t just a fashion show but a celebration of art and culture that aligned with our brand’s core mission of preserving and promoting heritage crafts. The response reinforced our belief in showcasing culture as a way to differentiate our brand in a competitive market.”
Evolving Leadership Approach
We ended the interview by asking, “How has your leadership philosophy evolved over the years, particularly in light of the technological advancements and disruptions in your industry?”
“Working closely with artisans in rural villages has profoundly shaped my approach to leadership. These artisans are incredibly skilled, often possessing knowledge passed down through generations, but they can sometimes feel overshadowed or intimidated by formal, corporate structures and jargon. One of the most important lessons I’ve learned is the need to lead with humility.
Letting go of ego is essential when working with such talented individuals. Effective leadership means empowering talented artisans, not managing them. I prioritize creating a supportive, family-like environment where individuals feel valued, heard, and appreciated. By fostering collaboration over hierarchy, I’ve shifted my focus from authority to nurturing relationships. This approach encourages artisans to thrive, producing exceptional work without fear or hesitation and has become the cornerstone of our success.
My journey as a leader has been both humbling and transformative. While technology and market strategies are crucial, they are secondary to the people who form the company’s foundation. When your team feels strong, happy, and supported, you create a resilient workforce capable of facing any challenges, including technological disruptions or rapid changes in the market. Ultimately, a company’s success is rooted in the strength of its people, and that’s where my leadership focus will always remain.” Vino concluded.
Follow Vino Supraja on LinkedIn.
Find Vino Supraja their website https://vinosupraja.com/
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