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.
|2018||Songs Of Summer At Lakmé Fashion Week Summer Resort 2018||Shahid Kapoor and Mira Rajput|
31st January: “Songs of Summer is a collection that is very close to my heart. I am really excited to bring back the understated elegance of the ‘50s in the form of fluid silhouettes, light hand embroidery and exquisite floral details.” With such an elaborate description of the collection, we knew Anita Dongre was all set to define elegance. She did just that and concluded the day one of Lakmé Fashion Week on a fabulous note.
The lineup of garments drew a vivid, romantic picture of summer. Whereas, the harshness of the weather was to be combated by the softness of the colours like blush, sage, powder blue, yellow and white. The charm of the ‘50s was brought back with the silhouettes midi skirts, jumpsuits, wrap tops, long line jackets, tunics and cropped tops. These were beautifully juxtaposed with traditional lehengas and draped saris in light-weight handwoven silk, chanderi, mul and cotton from Benares. Menswear had printed bandis and kurtas that were teamed with trousers.
Nature, especially a summer garden, was a clear inspiration for the collection. The floral and botanical motifs mixed with hand embroidery, zardosi and gota patti details embellished the ensembles.
The surprising element and the highlight of the show were when Shahid Kapoor and Mira Rajput Kapoor walked the ramp. It was the first time they appeared on the runway together and even had a romantic twirl moment on the ramp. He looked handsome in white handwoven malkha sherwani with intricate stitch line embroidery, and Mira made a stunning appearance in a white handwoven Benaras lehenga with pastel floral motifs, handwoven silk choli and silk organza dupatta.
The collection, song Of Summer, has got us all in the mood for a pleasant season ahead, and it’s perfect for a summer bride who opts for comfortable and subtle elegance.