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Anita Dongre - Back to the Roots

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Strand of Silk Indian Wear Anita Dongre
Anita Dongre - Back to the Roots
16 th Apr 2012

It is difficult to walk into Anita Dongre’s Bridal store and not be transported to Jaipur. The store, launched on Thursday complete with performances by Kalbelia dancers from Rajasthan, celebrates the rich culture of the Pink City in more ways than one. For starters, the clothing, mainly bridal couture, is dominated by Jaipur influences — be it the bandhinis, the ikats or the block printing. “Hailing from Jaipur, I am more than familiar with their culture and tradition and they have continued to inspire me over the years. So it made perfect sense to take the Jaipur story forward with this store,” says Dongre. Spread out over two floors — with a mezzanine floor thrown in for good measure — this 4,500 sq ft store is hard to miss upon entering Mumbai’s High Street Phoenix. The ground floor has occasion wear (anarkalis and salwar kameez) in summery colours such as lime green, red, pink peach and white. Further inside is the exclusive men’s section which stocks sherwanis, kurtas and even turbans and jutis. The mezzanine floor, while certainly not spacious, has been put to good use as Dongre has displayed a collection of handloom saris under her eco-friendly label Grassroots, not to mention the appointment room, which allows for greater client privacy during fittings. But it’s clearly the top floor that reiterates the store’s Jaipur association. Decked in elaborate saris and heavy lehenga cholis, this bridal salon has lattice windows that are particularly eye-catching and the yellow carpet only serves to highlight the bold colours of her Timeless creations on display. _______________________________________________________________________________________________________________ Shop Indian Designer Womenswear at Strand of Silk

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