Staying true to her commitment towards India`s fashion, farmers and environment, designer Anita Dongre, creative director, And Designs India Ltd, showcased a collection of garments made exclusively from Shop for Change Fair Trade certified cotton at the Wills Lifestyle Fashion Week (WIFW) 2010 held in the capital city.
Dongre`s new collection, is an extension of her earlier partnership with Shop for Change into her signature eco-friendly label, Grassroot, which reaffirms her stand for innovative fashion and social and environmental conscience. The collection will hit the retail shelves in Spring/Summer 2011.
Speaking about her association with Shop for Change Fair Trade, Dongre said, “I have always been passionate about the cause, and by doing an entire show with Shop for Change Fair Trade cotton, I want to express my appreciation towards the farmers for their hard work. I think the fashion industry today is in an influential position where we can make a difference.”
The garments depict varied looks inspired by fashion from the 50s to the 70s. Ranging from extremely feminine to boho-chic, the styles in prints, pastels, vivid summer colours, and Dongre`s personal favourite – whites, show that style, glamour, fashion and environment can go hand in hand to create a new world of fashionistas who not only intend to look good, but also feel good.
Seth Petchers, CEO, Shop for Change Fair Trade, said, “After recent news that farmers still continue to struggle in India`s cotton belt, efforts like Anita`s are needed now more than ever. Anita`s partnership with Shop for Change and the fresh styles in her new fair trade collection prove that there`s no compromise required between sophisticated style, good business, and a fair deal for all.”
After inaugurating a successful and widely appreciated association with Shop for Change earlier this year, Anita Dongre has continued to treat women with new collections made from certified cotton. The collection on the ramp at WIFW was made from cotton grown by farmers from Chetna Organic Agriculture Producer company.
Shop for Change Fair Trade is an NGO that partners with designers and brands to ensure a better deal for cotton farmers. 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. The NGO was established by Traidcraft Exchange (U.K.) and International Resources for Fairer Trade (India) and is funded by the European Union and Dutch Foundations ICCO and Hivos.