Often batting for environmental-friendly practices, Anushka Sharma was among the first Bollywood producers to implement waste segregation on the set of her projects. Now, the actor, who became a proud mother to daughter Vamika in January, is using her celebrity status to raise awareness about circular fashion. In a bid to reduce textile and consumer waste, the new mommy will share her maternity pieces in an online sale on Dolce Vee’s website today. The proceeds from the sale will go to the NGO, SNEHA that works towards improving maternal health and reducing neonatal morbidity. 

“During my pregnancy, I realised that this transient time is perfect to engage in the circular fashion economy. These are pieces that we wear for a few months. So, when I learned more about the resources that go into making them, I thought it was crucial to build an ecosystem through which we can buy our clothes from each other. For instance, if even one per cent of pregnant women in urban India bought one piece of pre-loved clothing over newly manufactured ones, each year, we can conservatively save about as much water a person drinks in over 200 years,” states the actor.