Anita Dongre’s brand vision is quite different from the other brands, and you immediately get to know it. It is not just about the label, but about a vision that supports sustainability and empowerment.
With over a decade of experience, Anita Dongre launched House of Anita Dongre Limited as And Designs India Ltd. Today, the company houses four brands that have a distinct identity. Anita Dongre is a bridal couture and a prêt line for men and women and has a jewellery line called Pinkcity. AND is their contemporary chic brand and Global Desi is their stylish, bohemian brand. The latest brand, Grassroot by Anita Dongre, is her step towards empowerment of artisans and sustainability of traditional crafts.
Today, the company has an international presence know for the unique take on craftsmanship that appeals to the global audience.
|2017||Shraddha Kapoor||Ok Jannu|
|2017||Aditya Roy Kapur||Ok Jannu|
|2017||Alchemy At The Grand Finale Of Lakmé Fashion Week Summer Resort 2017||Kareena Kapoor Khan|
29th July: With a live Sufi music by Deveshi Sahgal and her band serenading the audience and metallic tree foliage setting the atmosphere, we knew Anita Dongre’s India Couture Week 2017 showcase would be a magical one. Living up to the expectations, the inspiration behind the collection was also unique. The collection paid homage to the Bishnoi tribe of the Thar from Rajasthan and to the story of how they formed a human fort around the khejri grove, which the king had ordered to cut down.
The inspiring story of the Bishnoi community saw its rendition as the main motif of the collection—making khejri the tree of life to the tree of love on the ensembles. The motif was evident throughout the lineup on traditional weaves through hand embroidery. SEWA (Self Employed Women’s Association) embroidered tabards, tulle skirts, Mushroo and hand-embroidered tea-length dresses and gota patti lehengas, showcased the mixture of traditional and contemporary silhouettes.
Even the colours used were picked from nature’s palette such as blue, maroon, ink black, and emerald green. This was contrasted with subtle hues like flesh, champagne and crème gold. With such rich shades and contemporary silhouettes, the couture collection was perfect for a modern-day bride.
The best part of this couture Winter 2017 collection was that it serves a greater cause. Anita Dongre pledged to plant a new tree each time a piece from this collection is sold. So, this was not only a special display but a unique one too.
5th February: The 5 days of fashion that Lakmé Fashion Week celebration came to a conclusion with a stellar grand finale by Anita Dongre. With the Bandra Fort as the offsite runway venue, we expected nothing but grandeur at the presentation of her Spring Summer collection, Alchemy. Inspired by the unique landscape of Rajasthan and Lakmé’s theme for the season, which was argon oil AKA liquid gold, Anita Dongre conceptualised the fluid Alchemy collection.
The show started with the serene hue taking over the runway with the Kora whites that had hints of gold. The colour spectrum ascended to pastels like pink, blush-peach, flesh, aqua and sage and finally reached the peak with the gold.
What was refreshing to look at was the relaxed, contemporary style of the whole lineup. The variety of silhouettes available on display were mind-blowing with tabards, bias skirts, duster coats, short jackets, dresses, gowns, flared crop tops, pleated elephant pants and blousons, playing their part on the runway. Whereas, menswear was showcased in the traditional shapes like bandis, kurtas, sherwanis and bandhgalas.
Anita Dongre’s signature, delicate surface ornamentation techniques were evident in the showcase. Zardosi, dori and tonal embroidery, gota patti embroidery, cord work and sequins made the intricate motifs stand out on the light colour palette. Handwoven tissue and Khadi were beautifully juxtaposed with silk organza, chiffon and tulle to create the textures on the ensembles.
Kareena Kapoor Khan looked divine in a white silk organza gown as the showstopper. But what made her look a stunning appearance was the gold flared floor-length jacket in handwoven tissue from Chanderi that she had on. It was further enhanced with hand-cut gota patti and motifs of prancing deer, jungle vines and flowers that were embellished with Swarovski crystals.
Anita Dongre always tells a story untold in her own dreamy way, and the showcase of Alchemy was the best representation of it all.