Birla Cellulose was the Golden Partner with CLASS at White - the prominent trade fair at the Milan Fashion Week from 27-30 September 2007. CLASS stands for Creativity, Lifestyle and Sustainable Synergy — a new platform for the textile industry, unique at the international level.

Unlike regular textile fairs, CLASS was dedicated to showcase natural, organic, recycled or renewable, resourced and more responsible products to the apparel and design industries. CLASS@White clearly targeted designers and foreign retailers who had already begun moving towards more responsible and eco-friendly line of products.

There were more than 10,000 visitors, out of which 8,212 were buyers. Birla Cellulose through CLASS on a green platform, showcased many of its special products. It exhibited high end fashion garments from heavy metal free Viscose to Modal, Excel and Spun Shades.

Importantly, Birla Viscose is the only heavy metal free fibre in the entire world. Spun Shades, (the spun dyed range of Birla Cellulose fibres) offer an exciting colour palette of over 150 vibrant shades, having the prestigious Oeko-Tex certification.

Overall Birla Cellulose products which adhere to only clean technologies and subscribes to the United Nations Global Compact, generated great interest among fashion designers who wanted to sculpt designs with fabrics in an eco-friendly line and green line.

Birla Cellulose was able to leverage the unique advantages of its Textile Research and Application Development Centre, TRADC to the hilt at CLASS, as it could comfortably fulfill the newly generated interest in its products among designers. It positioned itself as a "Total Solution Provider" with high environmental standards.

Being the only company from plantation to fibre to fashion, Birla Cellulose leveraged its poistion as a world leader in textiles as is evident from its major presence at Milan. The journey towards global market positioning has begun.

While Birla Cellulose was the Golden Partner, Ingeo-Natureworks LLC and Filati Maclodio SPA were the Silver Partners at CLASS.

By introducing this new concept of showcasing the eco-friendly textiles, Milan has just underscored the need for textile manufacturers and designers to work all the more closely towards creating a sustainable future for fashion!