Fashion Journalism...with Sujata Assomull

Fashion Journalism...with Sujata Assomull


We sat dawn with the fabulous Sujata Assomull, to talk fashion journalism and more...

As a fashion journalist today, what is the most important style advice you'd like to communicate to your readers?

To make mindful choices, to be a responsible consumer. Being stylish is not about wearing the hottest latest, newest pieces, it is about making soulful fashion choices. I advocate supporting homegrown independent labels, they are small batch producers so tend to be less wasteful and more thoughtful about their design approach. I am all about slow fashion, and as an independent journalist I feel it is important for me to use my voice to point out the fashion traps. 

Who is your style inspiration and why?

Diane Vreeland, she looked at fashion as more than clothing but as a cultural phenomenon. She championed new talents, and never compromised on her take on fashion even though she worked for large media organisations. After her long and pioneering tenure as an editor she moved on to the Costume Institute at The Metropolitan Museum of Arts, and changed how we look at fashion. 

What does sustainable fashion mean to you?

Fashion that is kind is what matters to me. Fashion that is kind to the earth, kind to the people who make them and kind to you, as you look and feel good in the piece so want to wear it again and again.

What is your favourite Oramai piece and why? 

The Sahali x Oramai short Amalifi dress. Its print is so eye-catching, a piece you dress up and down. The cut will flatter most women. The fabric uses ikat traditions and is made by the women of Sahali, a social enterprise based in India that ensures its female workers are well looked after. It ticks all the boxes of kindness in fashion. Plus all fashion girls love a good collab!

Sujata with our founder Isabella Papaz at The Edit Sustainable Fashion talk in Dubai. 

Please give us 5 tips to live an everyday more sustainable life.  

  1. Cloth before clothing: first check the cloth, it's the basis of all clothing. Has it been responsibly sourced
  2. Be Vocal for Local: when you support homegrown labels you are encouraging  local talent and savoir faire. Plus you are supporting the local economy and ensuring native creativity flourishes. Another added bonus is small-batch production tends to be ethical and sustainable in its supply chain.
  3. Commit to being a Repeat Offender: just because a garment is ethical or sustainable doesn’t mean you should buy it. Only purchase something if you love it and will repeat it. Did you know that by extending the lifespan of your clothes by just nine extra months of active use, you can reduce carbon, water, and waste footprints by around 20-30% each?
  4. Give Second Chances: when it comes to special buys, vintage is the way to. There is nothing more special than buying something vintage.
  5. Shop like your grandmother: they looked at quality over quantity. They bought things made of the best fabrics so they could be remodelled into something else and mostly bought pieces that had the potential to be heirlooms. Do not get influenced by social media but by your grandmother's shopping mantras and you will make stylish choices.

    Follow her journey on @sujstyle