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ABOUT



I started Style Destino in September 2011 to break the stereotype that vegan fashion is drab and boring and that's when my journey of conscious lifestyle started.

Through Style Destino I share my personal style making a conscious decision to only use vegan and cruelty-free products, talk about ethical brands that are changing the way fashion industry work and are proving that style and ethics coexist, share healthy vegan recipes and my conscious travel diaries, and create awareness about the need to switch to a clean and mindful lifestyle.


About Shruti Jain 
Editor-in-Chief

Hi! I am the editor-in-chief and Founder of Style Destino and a passionate vegan who's on the journey of sustainable living. I love salads and smoothies, am a sucker for all things vegan and healthy (I'd like to be the first person to try new things from blue matcha to moringa to charcoal lattes).

I'm born and raised in India, have studied in UK and I have been living in Dubai for the past 5 years. I'm a Finance professional with a Masters degree in Finance and Investments from Nottingham University, and have always had a penchant for fashion and cruelty-free lifestyle.

Being an influencer is truly powerful and exciting, but also comes with a lot of responsibility. As an influencer, you can either use social media to show off a life that is not real, or use it to promote mindful living and be the force of positive change. Through Style Destino, I have created a platform for the latter. To inspire and be inspired. To show how beautiful an ethical lifestyle can be - without compromises but filled with positive energy. I try to be as authentic and honest as I can - showing the good, the bad and the ugly.

Fashion is not above someone's life and it is irresponsible when someone makes a fashion choice that involves taking a poor animal's life, inflicting cruelty on any living being or exploiting humans. I believe in style that has a conscience. We are in 21st century where technology has advanced immensely, there are myriad options available and any person with a desire can make things happen. So it is sheer selfishness and irresponsible behaviour when people make unethical fashion choices.

Luxury and compassion can coexist stylishly and Style Destino is an attempt to prove just that. Ethical fashion is not about dowdy clothes, cheap bags, or tawdry shoes. One can just easily be vegan and trot in Veerah stilettos, sporting a Stella McCartney luxurious vegan handbag while showing off red lips painted with Axiology lipstick and be totally chic and stylish!

I frequently speak on the topic of sustainable and ethical lifestyle including fashion and well-being. I started a platform called "FAETH" through which I host talks, discussions, events and festivals focused on "Conscious Living". I have styled and have been featured on US-based Vegan TV Show - Plant Based by Nafsika.

I travel the world around and near and never find dearth of stylish, high quality vegan wardrobe options. Its only a matter of opening your eyes and making a responsible choice, rest everything falls in place.

My mantra:
Be a better version of yourself everyday!

I would love to hear how I can help you change the fashion world for the better! Please get in touch here.

Featured in:
Cosmopolitan, Khaleej Times, The Oxygen Project, GoshopiaFashion Monitor, Savant Magazine, and more.


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