I WAS A SARI
How to design a
sustainable fashion label
in India for Europe?
RESEARCH AND STRATEGY :
Positioning, Research, Local Walks, Visual Audit, Brand Strategy and Brand Architecture
DESIGN:
Nomenclature, Brand Copy, Identity System, Creative Direction, Visual Language and Photography
ACTIVATION:
Packaging, Social Media and Website
THE LOCAL MOTIVE
The fashion industry must transition to sustainability faster than any
other sector. When the "I was a Sari" team approached us, we recognized
a unique opportunity to elevate their brand, to one that would set a new standard for the fashion industry.
DESIGN PROBLEM
Since 2013, ‘I was a Sari’ has transformed preloved Indian saris into luxury resort
and loungewear for European audiences.
​
As a B-Corp certified brand,
they've recycled 1.7 million m² of saris and empowered over 800 artisans, balancing ecological and social responsibility at
every step. This earned them recognition from Gucci Equilibrium and won them
the Green Carpet Award.
​
Fresh from their successes, they sought a brand refresh as they wanted to now move from a B2B to D2C business — thus releasing their unique products to the world.
This required great care and responsibility. In a world flooded with greenwashed brands, they needed to stand out as the authentic trailblazers they truly were.
Our task was to amplify and showcase their already inspiring story to the fashion industry, proving that sustainability can lead the way without sacrificing style or profitability.
We also aimed to shine a light on the often-hidden, behind-the-scenes workings of the brand—an aspect many fashion companies keep under wraps because it’s seen as unglamorous or messy. Our challenge was to weave that narrative into the brand's voice and make it fashionable to understand how your clothes are truly made.
A changemaker's brand
Stemming from the name ‘I was a Sari’, we used
the same framing device to create the brand’s catch phrase — ‘I was… now I am’.
This was used across various touch points of change-makers that the brand affected:
1. The IWAS shopper who changed from fast fashion to conscious shopping,
2. The IWAS seamstress who changed by up-skilling herself
3. The IWAS clothing that changed from the sari to a new avatar
A small-batch, limited edition website
Along with the IWAS team, we conceptualised a new kind of e-commerce experience. One where less is more, where choice is not paramount but scarcity is celebrated.
Since each IWAS product is made from rescued saris, the size, pattern and color options are one-of-a-kind. This scarcity lends a unique story to each garment and a collector’s value that we wanted the shopping experience to highlight.
At key touchpoints in the website's UX, you are gently reminded of this feature so that the user expectation is set, and if they don't get the pattern in their size, they are not disappointed but find an alternative quickly and still have a fabulous shopping experience.
A running stitch for change
1. A set of icons were ‘stitched in’ to portray the unique brand pillars that I was a Sari as a company had been built on.
2. The running stitch also extended to the arrows that connected the ‘I was.. now I am’ stories.
3. We created a unique ‘preloved heart arrow’ to
be a sign of a garment that has been rescued.
We hope other brands would use this as a mark
of this movement.
The campaigns
Our photoshoot was envisioned as a catalyst for social change, where we came together as a group to visually express the change we wanted to see in the world. The photography was guided by key principles:
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Products as Enablers
Fashion with Purpose and Urgency
A New Way of Living
Individual and Collective Expression
Celebration of Diversity in Models
IMPACT
230k
website visitors garnered
26countries
+
growth in
customer base
D2C Growth projections
10%
of total brand revenues in FY2025
33%
of total brand revenues in FY2027
The rebranding strategy has been pivotal in optimizing their online D2C channel, transforming it into a stronger revenue stream and enhancing their market presence.
​
Since the November 2023 relaunch of iwasasari.com the comprehensive rebranding effort significantly optimized the brand's D2C channel, transforming it into a major revenue stream.
Since Q3 FY24, the revamped webstore has attracted over 230,000 visitors, driving substantial sales growth. By FY2025, the D2C channel is projected to contribute 10% of total earnings, with growth expected to reach 33% by FY2027. The relaunch also expanded their global reach, adding customers from 26 countries, including the US, UK, Italy, Switzerland, and Australia.
“Their patience in listening, ability to read between the lines, attention to detail, and understanding of customer needs at the crossroads of East and West made LOCAL
a great fit for our brand.”
Stefano Funari
MD, I was a Sari
“Customers and clients view the new brand identity as bolder, more as a movement of change , and asserting firmly as a fashion brand.”
Smitha Jyotsna
Marketing and E-commerce Director, I was a Sari