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Complimentary Fashion Statement

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SANCHITA AJJAMPUR: WIFW SS 2011
Complimentary Fashion Statement
13 th Oct 2010

From runways and awards shows to premieres and movies, her designs have graced the country’s most elite and celebrated personalities from all walks of life. Her innate flair for style and design enables her to create collection after collection. But more importantly, her designs voice the taste of the new age 21st century Indian woman. Known as the Indian designer who embodies empathy in her creations, it is her understanding of the uniqueness of each woman’s own beauty, grace, body and the pulse of a woman’s desires, ambitions, dreams and sensuality that inspires her to create her fashion which ensures that every Indian woman finds her complimentary fashion statement.

Despite the fact that her identity is with her brand “AND”, it is by no means her only greatest achievement. One success followed the next – quick on AND’s success trail came the launch of her signature, premium label that carries with it, her reputation and name – the Anita Dongre “IINTER PRET”– a high-impact, globetrotting, mix and match western wear, fashion brand. This show- stopper collection combines fashionable elegance with strong detailing. With her love for Luxury and Lifestyle, Anita launched her one of a kind couture line “Anita  Dongre Timeless”. The label caters to custom made occasion wear, where Anita meets clients personally and creates gorgeous outfits to the tastes of the buyer. Be it a bridal trousseau or a red carpet stunner, “Anita  Dongre Timeless” is the luxury outfit you’ll desire to own and have forever. Her designs are always in perfect sync with the eco-conscious. In today’s organic age, Anita Dongre adds environmental glam with "Grassroot” – her latest line of Organic clothing that works sustainable fabrics and with traditional crafts into a versatile range of stylish wardrobe essentials.

Her creative energy takes wings from her love for life, nature, wellness, art, movies and people. While the glitz and glamour of her designs have found their way into the silver screen blockbuster movies like My Brother Nikhil, Bas Ek Pal, and lately, Sorry Bhai, her stylish power suits and uniforms have changed the face of blue chip corporate houses, airlines, hospitality industry and educational enterprises. From Dhirubhai Ambani’s pre-school to the luxuries of the Taj Group of Hotels, you’ll find Anita’s smart dress code notching up great results. Today her brands sell from more than 120 retail points throughout the length and breadth of the country. The legend in trendsetting has only just begun… all set to take the world by storm, with continuously expanding while defining trends, Anita’s enthusiasm, creativity and boundless talent have kept her at the forefront of fashion. This is just the foundation stone for a global fashion empire that’s in the making. From high street fashion to international red carpets, for Anita Dongre, the fashion force is in perennial bloom.

_______________________________________________________________________________________________________________ Shop Indian Designer Womenswear at Strand of Silk

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