Terra Luna has done for khadi what has never been done earlier
Terra Luna is a pioneering Indian brand redefining khadi fashion by blending traditional craftsmanship with modern aesthetics. Committed to sustainability, Terra Luna crafts stylish, contemporary clothing for men and women using 100 per cent khadi fabric. As a fully GOTS-certified brand, Terra Luna embraces ethical practices from ‘field to fashion’ while collaborating closely with the Khadi & Village Industries Commission (KVIC) to ensure authenticity. Its minimalist designs prioritise comfort, durability, and eco-consciousness, offering clothing that feels good, looks good, and does good for the environment. Speaking to Fibre2Fashion, Founder Stuti Dhanuka discusses redefining khadi fashion.
Can you share the inspiration behind starting Terra Luna and how the brand has evolved since its inception?
I discovered how special khadi is as a fabric during my journey of exports. However, I also realised that the average Indian undervalues khadi. To him/her khadi is a rough to the touch, uncomfortable fabric, available only in boring colours. I decided to use our expertise in garment manufacturing, washing and dyeing, to make khadi not just comfortable but luxe. Also to bring in bright colours, striking patterns and make it fun and stylish to wear. The goal was to create a lifestyle fashion brand for the discerning individual.
Terra Luna is all about the perfect harmony between comfort and style. We started by focusing on making the garment soft and super minimalistic and muted. Our colour palettes have become bolder and brighter. We have designed many unique prints, and our print game is getting stronger every season. In recent collections, we have made some path breaking innovations in creating party and evening wear for the brand, thus expanding it from merely being a weekend and holiday brand.
How does Terra Luna integrate traditional Indian craftsmanship and heritage with contemporary design elements in its collections?
The creative brains behind the brand are two Swedish designers and me. Being a 100 per cent Indian brand and also having a deep attachment to the moon, we have created signature prints by marrying the Paisley, with different depictions of the moon.
In all our designs we try to enhance the best of what khadi has to offer. It is hard to make Khadi shiny, blingy and party ready, but we have made some path breaking innovations to create sustainable foil printing techniques. Now we have a fun and interesting line of party wear. Khadi is also synonymous with summer wear. But we, despite facing considerable challenges, are working on creating a winter line using khadi – jackets, bombers, waistcoats etc.
Given khadi’s historical significance in India, how is Terra Luna contributing to its evolution as a symbol of responsible and sustainable fashion?
Khadi has historical significance, yes. But the same has been a stumbling block. The consumer sees khadi as something dated, belonging to a bygone era, the domain of politicians (thanks to 80s, 90s, Bollywood movies).
What we have been working on is to change these myths about khadi. By rebranding it as ‘New Khadi for the New Indian’ we have worked to instil a new sense of pride in the fabric. By our ‘khadi touch and feel’ tests we have worked to break the myths about khadi and show people that this fabric can be super soft, luxe, attractive (striking colours and prints). The more people are attracted to the apparel and are happy to wear it and show it off, the more they will be drawn to the sustainable bandwagon.
What factors do you believe have fuelled the recent resurgence of traditional Indian fabrics like khadi, and how is Terra Luna redefining them for the modern consumer?
Finally, the Indian consumer has started valuing home grown brands. It is not just about emulating the West or chasing brands. COVID-19 did have a huge role to play here. There is a developing sense of pride about ‘Made in India’ and our Indian heritage. The design community has been tapping into this and have been promoting handwoven fabrics and artisanal techniques. Terra Luna has done for khadi what has never been done earlier. We have elevated khadi to meet international standards of apparel quality. And by rebranding it as ‘New Khadi for the New Indian’, we have been working to build a sense of pride and desirability about khadi apparel.
In what ways does Terra Luna ensure that it remains committed to its sustainable roots throughout the design and production processes?
Terra Luna’s journey began with a few handlooms in one village in Gujarat – Amreli. Now we have nearly four villages making khadi for Terra Luna. If any process is not recyclable and sustainable, it is not used. All our trims and accessories are recyclable. We are a GOTS certified company and accredited by KVIC.
How important is educating consumers about sustainable fashion, and what steps is Terra Luna taking to raise awareness and promote responsible consumption?
Trying to lecture consumers does not help. They will listen and then go and buy what they anyway buy.
Our approach is to make khadi attractive, fashionable, exciting and stylish. And then drive home the sustainability message as an add on. Now this gives them a double sense of satisfaction – they look good and feel good as well because they think they have done their bit to help the environment without having to make any ‘sacrifices’ in terms of their fashion choices.
How do you see consumers influencing the shift towards sustainable, eco-friendly fashion globally, and what unique contributions are Indian brands like Terra Luna making to this trend?
A section of younger consumers who have a strong environmental conscience have been making the transition towards sustainable, eco-friendly fashion. But this is a tiny part of the populace. The majority are still driven by brand names, or cost.
What we have been doing is trying to make our khadi garments stylish, attractive and uber comfortable so as to make them attractive to all these audiences. We have also been working actively on social media to educate consumers that this new khadi is soft, colourful, stylish and very cool. Our ‘khadi touch and feel’ tests have actually turned the minds of quite a few people on the ground and virtually.
What are some of the biggest challenges Terra Luna has faced in adhering to sustainable fashion practices, and how has the brand overcome them?
We cannot make checks and stripes in khadi as the fabric is hand woven. Textures are hard to get. Bounce and body are a huge challenge. Further, to get khadi to look luxurious and rich for evening wear, is a tall ask. At Terra Luna, we have used our expertise in processing, washing and printing to overcome these issues. In order to constantly create variety and newness with every collection, one has to work three times as hard, when using khadi as the base fabric. But that is the challenge we have taken up. And for me this is one of the biggest highs of the journey.
How has the increasing consumer demand for eco-friendly and ethically produced clothing influenced the strategies of fashion brands, and what more can the industry do to foster greater awareness?
It is heartening to see that there is a steadily growing customer segment that is conscious about our collective impact on the planet, given how environmentally damaging the fashion industry is. In fact, so many customers now will refuse a purchase unless the brand follows truly sustainable methods, versus just green washing. We at Terra Luna are proud that we are one of those who genuinely work to keep our processes as environment friendly as possible. Fashion brands that prioritise being environmentally conscious, are as a result, being much more mindful of how they communicate to their customers, ensuring that their commitment to sustainable practices is well documented and easily available to customers. Advertising campaigns and social media strategies are being created and tweaked to reflect a brand’s sustainability journey, and the use of influencers who champion environmental causes are also on the rise.
How can fashion brands effectively balance the use of traditional textiles and craftsmanship with modern design and sustainability requirements to appeal to contemporary consumers while preserving cultural heritage?
For brands like Terra Luna, it is an exciting time as India is enjoying significant global recognition. There has never been a better opportunity to promote artisanship and Indian craftsmanship, or to draw inspiration from India’s rich textile heritage. This aligns perfectly with our brand’s mission of championing khadi, widely regarded as India’s national textile.
Contemporary consumers are increasingly aware of their country’s growing influence internationally and are more open to trying and wearing Indian brands. Our designers are being showcased at international fashion weeks, and our celebrities are becoming global brand ambassadors—there has never been a better moment to be an Indian brand.
At Terra Luna, our use of Indian textiles like khadi, hand-spun by entire villages of local artisans, reflects our dedication to preserving homegrown fabrics. Simultaneously, our designs and silhouettes are on par with the best looks seen globally. As a sustainable Indian brand, we are privileged to preserve our heritage through khadi while appealing to modern consumers with our chic cuts, prints, and colours.
What opportunities do you see for Indian brands in the sustainable fashion industry, and how is Terra Luna positioning itself to take advantage of these opportunities?
I would actually look at this differently. I do not believe being sustainable is a strategic way to get ahead of competition – in fact, I wish more brands would commit to being sustainable as a conscious decision they truly believe in, versus doing it for a strategic advantage. What is ironic, however, is that the further a fashion brand goes down the sustainability path, the more eyeballs it gets these days. Nevertheless, I would reiterate – being environmentally conscious is not a choice, it is an urgent need for the planet. So, it is great that brands that honestly and actively commit to being green are being applauded and highlighted for their efforts.
What are the future plans and aspirations for Terra Luna, particularly in terms of expanding its sustainable practices and market reach?
In India, we are expanding our presence across multiple multi-brand outlets (MBOs) nationwide and are available on all major online marketplaces. Our own web shop is thriving, and we plan to open our own exclusive brand outlet (EBO) within the next two years.
Internationally, Terra Luna aspires to become a global brand championing the cause of khadi. We have already made inroads into the GCC market, where Terra Luna was very well received, and our next step is to expand into Southern Europe.
20230103183907.png)
