Anita Dongre and Shop for Change Fair Trade launch GRASSROOT Spring Summer 2011

March 4, 2011

New Delhi, March 4, 2011: Anita Dongre, in association with Shop for Change, will launch her GRASSROOT spring summer collection today at her store at The Gallery on M. G. Road, New Delhi.  Anita is a pioneer in the Shop for Change Fair Trade movement in India.  Since incorporating Shop for Change certified cotton into her designs in 2010, Anita has helped benefit the 3,000 farmers from Chetna Organic Farmers Association in Andhra Pradesh and Orissa.   This unique collection, created with fair trade organic cotton, is an ode to feminine beauty of today’s urban woman; the collection continues the narrative of Anita’s quest to achieve a harmonious balance between fashion and sustainability.

The collection is inspired from the 1950s look, created in fair trade organic cotton, and brings forth some of the most stylish and feminine dresses, contemporized to give a sensuous feel with great emphasis on natural waistlines and sexy backs.  Beautiful pastel shades of pink and green, along with classic whites and pretty floral prints make this collection enormously desirable. Breaking the myth that eco-friendly clothes are low on style, simple and unglamorous, 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.

The new spring summer collection also presents the 1970s inspired “boho chic” look with more easy and relaxed silhouettes in bright, vivid summer colours like sunflower yellow, flirty pink and pleasant blue. White being Anita’s personal favourite, she adds a dash of this perfect summer colour with a variety of silhouettes – be it a beautiful fair trade organic white shirt paired with white linen shorts to an elegantly embroidered white shift dress to a long boho dress in fair trade organic mul, here’s to whites.   Predicted as the biggest trend this season, the collection of dresses would be a must have of every stylish woman’s closet.

In Anita’s words, “I 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 that’s also eco-friendly.  Though the looks vary from the 50’s to the 70’s, the emphasis is always on the waist line and feminine sexy backs.”

Seth Petchers, CEO-Shop for Change Fair Trade adds, “The trend-conscious know that on runways world over, fashion and fairness increasingly go hand in hand.  The Shop for Change Mark helps consumers choose designs that represent their values.  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.” [download the full release: Anita Dongre Shop for Change press release]

 

New Delhi, March 4, 2011: Anita Dongre, in association with Shop for Change, will launch her GRASSROOT spring summer collection today at her store at The Gallery on M. G. Road, New Delhi.  Anita is a pioneer in the Shop for Change Fair Trade movement in India.  Since incorporating Shop for Change certified cotton into her designs in 2010, Anita has helped benefit the 3,000 farmers from Chetna Organic Farmers Association in Andhra Pradesh and Orissa.   This unique collection, created with fair trade organic cotton, is an ode to feminine beauty of today’s urban woman; the collection continues the narrative of Anita’s quest to achieve a harmonious balance between fashion and sustainability.

The collection is inspired from the 1950s look, created in fair trade organic cotton, and brings forth some of the most stylish and feminine dresses, contemporized to give a sensuous feel with great emphasis on natural waistlines and sexy backs.  Beautiful pastel shades of pink and green, along with classic whites and pretty floral prints make this collection enormously desirable. Breaking the myth that eco-friendly clothes are low on style, simple and unglamorous, 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.

The new spring summer collection also presents the 1970s inspired “boho chic” look with more easy and relaxed silhouettes in bright, vivid summer colours like sunflower yellow, flirty pink and pleasant blue. White being Anita’s personal favourite, she adds a dash of this perfect summer colour with a variety of silhouettes – be it a beautiful fair trade organic white shirt paired with white linen shorts to an elegantly embroidered white shift dress to a long boho dress in fair trade organic mul, here’s to whites.   Predicted as the biggest trend this season, the collection of dresses would be a must have of every stylish woman’s closet.

In Anita’s words, “I 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 that’s also eco-friendly.  Though the looks vary from the 50’s to the 70’s, the emphasis is always on the waist line and feminine sexy backs.”

Seth Petchers, CEO-Shop for Change Fair Trade adds, “The trend-conscious know that on runways world over, fashion and fairness increasingly go hand in hand.  The Shop for Change Mark helps consumers choose designs that represent their values.  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.”

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