Amala Akkineni is not just popular as an actress or wife of Nagarjuna but also as a social activist. She dons multiple roles and has been an inspiration for so many women. Now, she has turned muse for Eri silk designer Jyoti Reddyâs ethical fashion line named âereenaâ. There is a fascination about this particular ethical fashion style as it promotes Ahimsa Silk, a completely new and humane way of creating silk which will offer a variety of designs for from casual, work wear dresses and saris.
Amala Akkineni has a different opinion before turning muse for this. She who follows Ahimsa was initially against wearing silk saris but she got convinced that the production took place with genetically modified silk moths that could not fly. After closely witnessing the process of production, she came to the decision of following it.
Another USP of this Eri silk production is that the production attributes low carbon emissions, low water consumption, respect for silkworm and sustainability. 80 expert weavers from AP, Assam and West Bengal are in collaboration with Jyothi Reddy for bringing out some best designs.
Amala Akkineni has a different opinion before turning muse for this. She who follows Ahimsa was initially against wearing silk saris but she got convinced that the production took place with genetically modified silk moths that could not fly. After closely witnessing the process of production, she came to the decision of following it.
Another USP of this Eri silk production is that the production attributes low carbon emissions, low water consumption, respect for silkworm and sustainability. 80 expert weavers from AP, Assam and West Bengal are in collaboration with Jyothi Reddy for bringing out some best designs.