From designing Indian bridal wear for boutiques in Mumbai to setting up her own labels – Anita Dongre has come a long way to establish herself as one of the most successful fashion designers in India. Her labels AND, Global Desi and Anita Dongre include a wide repertoire of designs that cater to the youth, working professionals and the high flyers of the society.
Having made up her mind at the age of 12 that she wanted to become a fashion designer, Anita went on to complete a fashion designing course from Mumbai’s SNDT Fashion Institute. Soon after, she began supplying ready-to-wear Indian clothes to boutiques around the city. But when she started designing western outfits for young working professionals and found that the boutiques were not open to displaying and selling them, she went on to set up her own label AND Designs India Limited in 1998.
AND retails western outfits that include formal and evening wear. Designed for the modern Indian woman, the label aims to create comfortable outfits that will help improve her confidence and style quotient, day after day. Anita Dongre constantly experiments with the designs and takes cues from international trends to being the best of western fashion to Indian women through her label AND.
While AND is a brand focused at formal wear, Global Desi is a more vibrant and trendy label that offers casual-chic outfits. Designed for the modern young woman who loves her Indian prints, the clothes borrow heavily from Indian design sensibilities. The outfits are crafted with bright colours, textures and prints that remind you of India’s rich cultural heritage and make a boho-chic style statement.
Aside from ready to wear designer clothes, Anita Dongre is popular for her bridal bespoke label – Anita Dongre Timeless. The collection features rich Indian craftsmanship, dying embroidery techniques like Gota Patti and luxurious fabrics to create ethereal outfits, fit for a princess. The ace designer has clothed many a Bollywood brides and her gorgeous bridal wear has been featured in a plethora of movies.
Anita also has a menswear line called Anita Dongre Menswear that comprises of ensembles with classic cuts, traditional techniques and contemporary designs for the modern Indian man. For years, Anita has worked hard to encourage Indian crafts and to uplift the craftsman skilled at rare crafts that are dying a slow death due to modernisation of the textile industry. This and her love for the environment lead to the establishment of Grassroots, an organic clothing label that works with sustainable fabrics and traditional crafts. Iinterpret is another label floated by Anita which seeks to cater to the affordable luxury segment with contemporary outfits with Indian influences. The beauty of this range is the clean and sophisticated lines and an option to mix and match pieces as per your taste and style.
Anita Dongre derives inspiration from the cultural heritage of India, Mughal architecture, Rajasthani designs and the city of Jaipur itself. In the years that she has grown as a designer, she has also played a major role in empowering craftsmen to ensure that their livelihood is protected and the skill also lives on. Being a vegan, she holds the cause of animals close to her heart and is an active member of People for Ethical Treatment of Animals (PETA).