New Delhi, October 20, 2010: Anita Dongre to showcase GRASSROOT, her signature eco-friendly label at Wills Lifestyle India Fashion Week Spring Summer 2011, on October 27, 2010. Anita is the first Indian designer to promote Shop for Change Fair Trade in India, this unique collection created with Fair Trade organic cotton, is an ode to feminine beauty of todayÕs women; this collection continues the narrative of AnitaÕs quest to achieve a harmonious balance between fashion, functionality and environment.
The show begins with the 1950s inspired look, created in Fair Trade organic cotton, and brings forth stylish and extremely feminine dresses, contemporized to give a sensuous feel with great emphasis on sexy backs. Beautiful pastels shades of pink and green, including the classic whites and pretty floral and checkered prints only makes this collection enormously feminine and desirable. Breaking the myth that eco-friendly clothes are low on styles, are simple and not glamorous, with GRASSROOT, Anita goes right ahead to show the fashion world that style, glamour, fashion and environment can go hand in hand and create a new world of fashionistas who not only intend to look good but also feel good.
Next in sequence to dazzle on the ramp would be the 1970s inspired Òboho chicÓ look with more easy and relaxed silhouettes created in organic cotton, in bright, vivid summer colours like yellow, pink and blue. The hand embroidery and colourful block prints only add to the Boho spirit. This collection of dresses would be a must have for every stylish woman to beat the summer heat and yet keep her style quotient high. Ideal for a beach holiday or to lounge around, this collection is must have.
Whites are AnitaÕs personal favourite and she would conclude the show with a variety of silhouettes in white, to suit every whimsical feminine mood. So be it a beautiful organic cotton white shirt paired with white linen shorts to an elegantly embroidered white shift dress to a long boho white cotton organic mul dress for a more relaxed mood, hereÕs to whites!
In AnitaÕs words, ÒI have enjoyed designing this collection keeping in mind that the women who visit my stores need to be surprised this summer with a fresh stylish look thatÕs also eco-friendly. Though the looks vary from the 50Õs to the 70Õs, the emphasis is always on the waist line and feminine sexy backs.Ó
Seth Petchers, CEO, Shop for Change Fair Trade adds, ÒAnitaÕs deep commitment to fashion, farmers, and the environment is a true show stopper. With the extension of Shop for Change Fair Trade certified cotton into yet another of her labels, Anita continues to deliver a great look to her customers along with a fairer deal for farmers that ensures they can care for their families and the environment.Ó
About GRASSROOT:
GRASS ROOT is a fashion movement started by designer Anita Dongre that encourages the use of textiles made from techniques that do not harm the environment. A movement that revives the artisan culture by putting to use traditional textile practices and techniques.
www.grassroot.in
About Shop for Change:
Shop for Change Fair Trade is an NGO committed to ensuring a better deal for cotton farmers. The Shop for Change Mark is an independent guarantee that small-scale cotton farmers received a fair deal for their hard work. When shoppers choose designs with the Shop for Change Mark, they know that they are empowering farming families to improve their lives, care for the environment and invest in a better future.
Footwear Partner:
Catwalk Worldwide Pvt. Ltd is a leading premium footwear brand with pan-India presence. Catwalk Worldwide is involved in the design, development, production and customization of footwear for women. The brandÕs vision is to be the aspiration of the fashion conscious worldwide with a thrust on innovation, quality, integrity, passion and open-mindedness. The collection offered for the show perfectly complements the designs and styles created by Anita.
