Saturday, April 5, 2008
Thursday, March 6, 2008
ANITA DONGRE
HOMEAnita Dongre launches India’s first eco-friendly clothing line ‘Grassroot’
AND Design India Ltd. today launched its new distinctive line of organic clothing called ‘Grassroot’. A designer clothing line that promotes the use of textiles made from techniques and procedures that do not harm the environment. Being introduced for the first time in India as an eco and environment friendly organic designer wear, ‘Grassroot’ would be the highlight of the forthcoming Wills India Fashion Week starting from 5th September 2007 in New Delhi.‘Grassroot’ by Anita Dongre is a completely eco-friendly clothing line. The collection is inspired by nature bringing forth the childlike motifs of flowers and leaves, presented in the form of prints’ and embroidery. ‘Grassroot’ collection mainly comprises of dresses, tops, tunic and jackets. The focus of Summer 2008 has been bright, colourful and pure. Inspired by Organic cotton and vegetable dyes, Grassroots is a collection of contemporary western wear adding a new colour to every socially conscious women’s wardrobe. While giving a glimpse of her collection, Anita Dongre said, “ ‘Grassroot’ is a fashion movement that encourages the use of textiles made from techniques and procedures that do not harm the environment. It promotes the use of organic cotton and vegetable dyes, thereby making fabrics that are purer and softer. It is our effort towards avoiding the use of chemicals during every step, from growing cotton, to the dying and finishing of the fabric.”
AND Design India Ltd. today launched its new distinctive line of organic clothing called ‘Grassroot’. A designer clothing line that promotes the use of textiles made from techniques and procedures that do not harm the environment. Being introduced for the first time in India as an eco and environment friendly organic designer wear, ‘Grassroot’ would be the highlight of the forthcoming Wills India Fashion Week starting from 5th September 2007 in New Delhi.‘Grassroot’ by Anita Dongre is a completely eco-friendly clothing line. The collection is inspired by nature bringing forth the childlike motifs of flowers and leaves, presented in the form of prints’ and embroidery. ‘Grassroot’ collection mainly comprises of dresses, tops, tunic and jackets. The focus of Summer 2008 has been bright, colourful and pure. Inspired by Organic cotton and vegetable dyes, Grassroots is a collection of contemporary western wear adding a new colour to every socially conscious women’s wardrobe. While giving a glimpse of her collection, Anita Dongre said, “ ‘Grassroot’ is a fashion movement that encourages the use of textiles made from techniques and procedures that do not harm the environment. It promotes the use of organic cotton and vegetable dyes, thereby making fabrics that are purer and softer. It is our effort towards avoiding the use of chemicals during every step, from growing cotton, to the dying and finishing of the fabric.”
Sensitive to all things creative and linked to fashion design; Anita was thrust towards the world of fashion immediately after schooling. Although the initial years of University were geared towards a Commerce degree, she simultaneously enrolled into the prestigious Indian fashion design school S. N. D. T. and completed the course with flying colours in 1983. Wanting to give back to her Alma Mater, she began teaching at SNDT and continued to do so for 2 years. Anita Dongre has been a part of the fashion industry for the past 15 years. Armed with a degree in fashion design from SNDT. Anita shot into the limelight in 1999 when she decided to enter the branded market with her western wear prêt line for women. The AND label, consists of comfortable, stylish and affordable western wear priced to appeal to the working women. The brand's popularity can be attributed to the price and design sensitivity that Anita has managed to hit upon with utmost clarity. Today Anita Dongre has the unique distinction of designing and selling ensembles. AND, retails from one of India's premier mall Crossroads and linking Road and a Franchise in Bangalore. AND also retails from all Lifestyle and Pantaloon Stores and soon to be launched at select Shopper Stop outlets. Subsequent to the popularity of AND, Anita launched a line of Fusion Wear under the label AND EAST. The brand consists of Indian Ethnic Wear with international contemporary Silhouettes. AND EAST is available at the AND stores at Linking Road and Bangalore. It also sells from Shoppers Stop, Lifestyle and Pantaloon Stores. Anita's couture label 'ANITA DONGRE' was launched in August 2000 at the CPD Dusseldorf, garment fair in Germany. Anita was the first Indian designer invited and honored to showcase her collection in the final of the CPD Fashion show. The 'ANITA DONGRE' label sells from her store at Om Chambers, Kemps Corner and is a fitting combination of the exemplary world of Indian creative crafts with a line that is known for its clean cuts and simplistic value. True to the couture culture, the garments at the store are limited editions and is in keeping with the loyal client requirements. Anita also does a special prêt line for the West side chain of stores. Consistency in design values and a growing appeal within the fashion conscious is not all the Anita has achieved. She made a soft and impressionable entry into the world of beauty pageants. In 2001, Anita provided the casual wardrobe for all the Femina Miss India contestants and designed the pageant gown and the eveningwear wardrobe for Shamita Singha representing India at the Miss Earth Contest. She also designed formal wear for Kanwal Toor who represented India at the Miss International contest in 2001. Optimizing the capacity of the manufacturing facilities is priority for the sharp business acumen that Anita Dongre possesses. She has successfully designed and manufactured uniforms for leading national corporates. These include reputed companies like Lakme, BPL, Sunsilk, Calvin Klein, Sahara and Dhirubhai Ambani International School. With just three years of being in the public eye, Anita Dongre has strategically carved a niche for herself and is a name to reckon with.
Address:And Designs India Ltd. ,
Level 2, Shakti Prints Building
Behind Bajsons Industrial, Estate,
Chakala, Andheri East. Mumbai
Telephone:+91 22 56027771/ +91 22 56027772+91 22 30947024/ +91 22 56846812
Fax:+91 22 28257140
E-mail:anita@anitadongre.com
Website:http://www.anitadongre.com/
Subscribe to:
Posts (Atom)