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Style Destino is my personal style space bout cruelty-free and vegetarian style. 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. 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. Through StyleDestino I share everything cruelty-free and ethical in my style. I do not use any handbags, shoes or accessories made from leather (animal skin), the make-up I use is also vegetarian and cruelty free. Luxury and compassion can coexist stylishly and Style Destino is an attempt to prove just that. Vegan fashion is not about dowdy clothes, cheap bags, or tawdry shoes. I can just easily be vegan and trot in my Olsen heels, sporting a Stella McCartney luxurious vegan handbag while showing off my red lips painted with OCC lip tar!! I travel the world around and never find dearth of stylish, high quality vegetarian fashion.


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I'm Shruti Jain, a finance professional and conscious sustainable living enthusiast. I founded Style Destino in 2011 because I couldn't find a platform that showed that style and luxury doesn't have to be cruel and no one was talking about the problem with the fashion industry. 

A lot has changed since then. Vegan fashion and beauty and sustainable living are now talked about everywhere from the fashion magazines and blogs to red carpets. And yet, it’s still hard to find reliable and honest advice about how to choose clothing and beauty that is safe for you, the animals and the planet. 

Starting as a vegan fashion blog, over a period of time Style Destino has moved towards other aspects of ethical lifestyle and embraces conscious living. 

Through Style Destino, I want to show that consumerism is not the answer to happy or healthy living and show that you can enjoy life, live luxuriously without putting pressure on the planet. Social media can be a force for good and we can learn and be inspired to make better healthier choices for ourselves and the planet. 

Style Destino will share different facets of conscious living - from cruelty-free sustainable fashion, sustainable travel, and vegan recipes simple sustainable changes guide.


To be featured on, collaborate with or advertise on Style Destino your business has to have atleast one of the following ethos:

- Sustainable

- Vegan                     - Eco-friendly

- Handcrafted           - Women empowerment

- Social value (giving back or social contribution)

I don't promote any product that is a result of animal cruelty or exploitation of people. Quality is more important to me than quantity!

 Brand collaborations include

Abazias                Address Style              Aplava             Ariel Arabia

             bedface        Blacklane Middle East      Dabur India        Detox Delight    

 Garnier       Love Beauty & Planet      Minawala          Original Grain     

Plum       Ritika Bharwani         Rossbelle      

Shopinonit          Smoothie Bombs          Sourabh Kant Shrivastava

Titan Fastrack             Urban Originals        WeDo      and many more

If you’re a designer or a photographer and are looking to collaborate, I’d be happy to hear from you.

For collaborations or sponsorship opportunities, please email

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