According to Sujata Assomull Sippy, Editor, Harper's Bazaar India, it's Anita Dongre's understanding of the Indian body type that makes her such a favourite with women of all body types and age groupes. From Urmila Matondkar who is in her late 30s to a Shazahn Padamsee who is in her early 20s, Dongre's designs have found a favour with a whole spectrum. Her conscious decision to stay Indian in flavour might have been frowned upon in a different decade but today it's what sets her apart for a seasoned fashionista. Talking about her Indian connect Dongre says, 'Today, with increasing mass production and globalisation, fashion all over the world looks pretty much the same. 'Keeping that in mind, I feel that there is an even stronger need for countries to preserve their local arts and crafts.' She thinks fashion should help you make a statement that goes beyond the uniform and superficial. 'Earlier on, shopping while travelling meant buying local designs and bringing back a bit of the country's culture. 'Now that fashion looks the same all over the world, it takes away the pleasure of buying something which is unique. 'I hope that designers all over the world can do their bit to preserve the skills of their country's artisans', says the designer who recently was part of the Textile Day initiative along with the likes of designers Deepika Govind and Krishna Mehta at LFW. While Anita Dongre's design were not considered particularly high fashion, today the same attribute has caused their rise in popularity with the style conscious set. It's a kind of reverse snobbery that works for those who would rather be caught in something less flamboyant and pretentious than in something that took 'x' amount of hours and 'x' number of artisans to create it. 'The best thing about her clothes is that you wear them, they don't wear you. They are very easy and non-complicated,' says Assomull. Her Indian line in particular has won her many red carpet outings, in recent times. Fashion stylist and Image consultant, Simran Arya feels, 'Her Indian wear moves away from the over usage of bling that we all are used to seeing. Most of her traditional and fusion wear uses light organic fabrics and minimal embellishments with only a small dosage of bling, making it extremely popular right now. Even her silhouettes are comfortable and beautifully flattering for most body types.' That's probably the reason that women across board are seen favouring her designs for occasions as varied as launches, glamour events and conferences.' While most associate Anita Dongre with Ikkat prints and traditional techniques, her designs also have a certain international character that is getting them noticed. Aradhana Baruah, assistant fashion editor, Cosmopolitan India, feels it's the harmonious marrying of Indian and global flavours that makes her designs tick, 'We have used a lot of her designs for our shoots recently and it's her weaving of international trends into an Indian silhouette that distinguishes her'. Her this ability also led to her recent tie-up with Design HQ to design furnishings. The product that got launched at LFW earlier this month in Mumbai is being marketed as limited edition by Godrej Interio. Talking of the association, Anil Mathur, CEO of the brand had said, 'We chose Anita because she blends Indian and western traditions that goes with our brand ideology as well. While we bring in the international trends, we can also adapt that to Indian socio-cultural habits.' She has also launched a fashion brand outlet called, 'Global Desi', a first of its kind in Johannesburg along with South African advocate Kameshni Pillay. Describing her designs, Pillay had said, 'If you look at Dongre's range, it's a perfect fusion between Eastern and Western clothing, and therein lies its appeal.' __________________________________________ Shop Indian Haute Couture Womenswear at Strand of Silk.