The Elephant Collection: Craftmanship for conservation

When we turn our gaze from Scandinavia, it’s often for one of two reasons. To share collections and brands that support our concern for nature and sustainable innovation, or, ahead of summer jaunts to sun-drenched coastal destinations. In this case, it’s both.

Lifestyle brand Emporio Sirenuse hails from the Italian coastal town Positano. It’s a brand which crafts lightweight pieces ideal for the balmy days and nights of the southern summer, but imbued with the rich colours and prints of cultures and wildlife farther East. Pieces that are free from synthetic fabrics, crafted in family-owned workshops in India from hand-woven linens and silks, and with the care that each and every person who sews their garments are well looked after.

In an homage to the country where their clothes are made, and the Indian wildlife that often inspires creative director Viola Parrocchetti in her designs, Emporio Sirenuse has collaborated with conservation charity Elephant Family to put together a collection that is full of flavour. And with a deeper meaning to boot, donating a part of the proceeds to the Elephant Family non-profit organisation.

“It has been a great privilege to partner with The Elephant Family and our team of master craftsmen in India in the creation of such a special collection,” says founder Carla Sersale. “Our hope is that every hand-embroidered stitch and colourful motif will honour the natural beauty of a land we revere, while highlighting the role of fashion in protecting the environment by making a meaningful contribution to the Elephant Project’s noble work in wildlife conservation” she continues. “It may sound ambitious, but beauty is a powerful language and we hope that the beauty of this collection will speak volumes.”

The prints and colours of the Elephant Family Collection are just as lush as the nature they hail from. Flowing maxis and two-pieces of whites and pastel blues and greens, as well as designs of deeper hues that nod to the area’s rich culture. The images were taken with the same thought in mind. Photographed by Sergio Ghetti at the Dera Amer elephant sanctuary, where the support of the local ecosystems and communities is integral to the camp. Which, in turn, serves as a great example of Elephant Family’s practices and differences they’ve already made.

Here, the chief executive of the charity, Richard Hawkes, weighs in. “As habitats shrink, it is more critical than ever that our conservation work finds ways for wildlife and people to live in harmony. This collaboration will help raise awareness and support our work on the ground through money raised. On behalf of the animals we are working to protect - thank you.”

The Elephant Family x Emporio Sirenuse collection is now available for purchase both in-store at the Emporio Sirenuse boutique in Positano, as well as online at emporiosirenuse.com, Net-A-Porter, Bergdorf Goodman and Matches Fashion. The Homeware Collection is exclusively available on Net-A-Porter.