Sunday, March 13, 2011

ANITA DONGRE’S TIMELESS COLLECTION DAZZLED ON THE RAMP FOR SUMMER/RESORT 2011 AT LAKMÉ FASHION WEEK


March 13, 2011, Mumbai: With summer and the rising temperature during sultry months, there is only one thing women long for – cool comfortable clothing. Anita Dongre Timeless presented by the designer was a perfect summer line titled “Love and Life” in just cool ecru with tiny discreet hints of rose pink, powder blue and pale yellow.

Mul, a versatile fabric and a favourite of Anita, was created especially from the Fair Trade yarn produced by farmers connected with the Shop for Change movement with which Anita is closely connected with.

Also on display were the beautiful weaves from Benares turned into exquisite traditional silhouettes which gracefully moved from resort bridal wear to holiday cruise line options and festive evening ensembles..

There was grandeur and regal silhouettes as white cotton gowns with tonal embroidery, saris with gotta edged borders, backless cholis, corset gowns with kimono sleeves and diaphanous halter panelled creations floated down the ramp.

Hints of pink appeared for the shaded creations, glittering silver kurtas teamed with loose pajamas or salwars, Angarkhas, lehengas and pretty pink gowns with shimmering bodices, were beautiful visions to behold.

For a more ornate formal look, Anita had silver kurtis, empire line kurtas, one shoulder gowns, brocade cholis, regal silver sherwanis teamed with ghagras, dramatic dupattas and finally a halter collar choli with a stunning pink ornate lehenga which closed the show.

Gowns, lehengas, cholis and saris were shown in perfect harmony on the ramp by Anita Dongre, whose collection will be a hit during the summer season for women who want to make a traditional style statement from dawn to dusk.

About Lakmé Fashion Week:
Lakmé Fashion Week (LFW) is jointly organised by Lakmé, the No.1 cosmetics and beauty services brand in India and IMG, the global leader in fashion weeks and event production. LFW has been conceived and created with a vision to “Redefine the future of fashion and Integrate India into the global fashion world”. LFW is organized twice every year. LFW Summer/Resort 2011 will be held from March 11 to March 15, 2011 at Grand Hyatt Hotel, Mumbai. For further information log on to http://www.lakmefashionweek.co.in

About Lakmé:
The contemporary and expert in the beauty industry, Lakmé continuously innovates to offer a wide range of, high performance color cosmetics, skincare products, and beauty salons. In addition to leveraging Unilever’s worldwide expertise, Lakmé also partners with the leading cosmetic house; Milan-based Intercos Italia, Schwann Stabilo Germany and Paris-based Fiabila. Combining international cosmetic technology with an in-depth understanding of the Indian woman’s needs, Lakmé also offers its consumers a holistic ‘Beauty Sutra’ experience through its products and services at the Lakmé Studio and Salons. For further information log on to www.lakmeindia.com

About IMG Reliance:
In 2010 Reliance Industries Limited (RIL), India's largest and most recognized private sector company  headed by Chairman Mukesh Ambani, and IMG Worldwide (IMG), the world’s leading sports marketing and management company  headed  by Chairman and CEO Ted Forstmann, announced the formation of an equal joint venture to develop, market and manage sports and entertainment in India. The joint venture company, IMG Reliance Pvt. Ltd., will provide and operate first-class infrastructure and coaching facilities in the country to unlock India’s sporting potential and to create and operate major sports and entertainment assets in the country.  In its first initiative, IMG Reliance entered into an agreement with the Basketball Federation of India (BFI) to create a new professional basketball league and manage all aspects of the commercial rights to the game in India. IMG Reliance signed a 15-year agreement with the AIFF, to improve, popularize and promote the game of football throughout India, from the grassroots to the professional level.  IMG Reliance has also created a scholarship program to identify and train talented young Indians from sports including - basketball, soccer and tennis–at IMG’s world-class sports training facilities at IMG Academies in Bradenton, Florida.

About IMG Fashion:
IMG Fashion is dedicated to facilitating a gateway to the fashion world - from creation to consumer. We offer solutions that seamlessly connect and associate fashion’s key constituents and corporate brands using IMG’s global resources, influence and expertise. Within the fashion industry IMG represents the world’s top models, leading designers and the most influential photographers, art directors and stylists. The division produces the leading fashion events around the globe and represents many of the industry’s top organizations and federations as well as works with various local and national governments, creating regional and international fashion platforms. For more information on IMG and its business visit www.imgworld.com

For further information, please contact:
Jigna Shah /Neha Khetan
Genesis-Burson Marsteller
M: 98203 20767 / 9820249045

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