The collection, produced in collaboration with LENZING™ ECOVERO™, is now available on ZALORA

Luxembourg:  Global Fashion Group (GFG), the leading online fashion & lifestyle destination in growth markets, announces the launch in South East Asia of Earth by Zalia Basics, its first modest wear collection made with more sustainable materials. Earth by Zalia Basics, fabricated using LENZING™ ECOVERO™ fibers, is the first for a large scale online retailer in the region and is available exclusively on ZALORA. 

Derived from certified renewable wood , LENZING™ ECOVERO™ fibers are also made in a less impactful production process which reduces both the carbon and footprints of the garment by up to 50%, compared to generic viscose. This builds on ZALORA Basics Tencel™, produced from raw material from sustainably managed forests, which was launched in South East Asia in 2020, and further contributes to advancing GFG’s sustainable materials targets for its own brands. 

As more brands move to do their part in reducing fashion’s environmental impact, GFG’s Zalia Basics brand is positioning itself at the forefront of this effort for the modest fashion industry in Southeast Asia. 

Jaana Quaintance, Chief Sustainability Officer, Global Fashion Group said: “We are delighted with the release of Earth by Zalia Basics, the latest demonstration of our efforts to bring our People and Planet Positive agenda to our customers worldwide. Transitioning our own brands to be made from more sustainable materials is a high priority for GFG, as is improving accessibility of more sustainable product across the breadth of our range.”

“The current fashion ecosystem is evolving rapidly through the presence and support of digital technology and e-commerce. Moreover, as the fiber producer for textile, we’re very excited to see the rising trend of sustainable fashion products in Asia. Congratulations to ZALORA for the first environmental-friendly collection made from LENZING™ ECOVERO™ fibers. We are looking forward to seeing more innovation and collaboration to establish a greener future for our consumers,” said Mariam Tania, Marketing and Branding Manager for Lenzing Group, Southeast Asia and Oceania. Lenzing Group is the producer of LENZING™ ECOVERO™ fibers.

Earth by Zalia Basics is now available on or via the ZALORA mobile app. 




About Global Fashion Group:

Global Fashion Group (GFG) is the leading fashion and lifestyle retail destination in LatAm, CIS, SEA and ANZ. We connect over 10,000 global, local and own brands to a market of more than one billion consumers through four established ecommerce platforms: dafiti, lamoda, ZALORA and THE ICONIC. Through an inspiring and seamless customer experience enabled by our own technology ecosystem and operational infrastructure, we are dedicated to being the #1 fashion and lifestyle destination in our markets. With 17 offices and 10 fulfilment centres across four continents, GFG proudly employs a dynamic and diverse team with deep local knowledge and expertise. In the twelve months to 30 September 2020, GFG delivered 39.1 million orders to 15.4 million Active Customers. (ISIN: LU2010095458.)