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Anita Dongre showcases new Shop for Change Fair Trade range at WIFW
Nov '10
Turning the next page in her story of commitment to India's fashion, farmers, and environment, Anita Dongre showcased a unique collection of garments made exclusively from Shop for Change Fair Trade certified cotton at the Wills Lifestyle Fashion Week 2011 held in the capital city. Having pioneered the Shop for Change Fair Trade concept in India, Anita's new collection, which extends her earlier partnership with Shop for Change into her signature eco-friendly label, GRASSROOT, boldly reaffirms her status as a pioneer of innovative fashion and social and environmental conscience.

Created with Shop for Change Fair Trade cotton, the garments depict varied looks inspired by fashion from the 50's to the 70's. Ranging from extremely feminine to “boho chic”, the styles in prints, pastels, vivid summer colours, and Anita's personal favourite – whites, show the design world 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.

Commenting on the continued partnership with Anita Dongre, 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 who visit her stores with new collections made from Shop for Change Fair Trade certified cotton. The collection on the ramp at Wills Lifestyle Fashion Week, made from cotton grown by farmers from Chetna Organic Agriculture Producer Company, will be available as part of the Spring Summer 2011 collection at Anita Dongre stores. Through their association, Anita Dongre and Shop for Change guarantee that the cotton farming families behind collection receive a fair deal for their hard work.

Speaking about her association with Shop for Change Fair Trade, Anita Dongre – Creative Director, And Designs India Ltd, 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. ”

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. Shop for Change was established by Traidcraft Exchange (UK) and International Resources for Fairer Trade (India) and is funded by the European Union and Dutch Foundations ICCO and Hivos.

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