Two decades ago, Anita Dongre had walked into the Indian fashion industry with a belief that the modern woman wanted a change in her traditional wardrobe. With a passionate soul and zeal for everything fashionable, she completed her course at the prestigious SNDT college after which she launched her affordable pret and luxury bridal wear lines one after the other followed by her entry in fashion week and a jewellery line. She truly serves the mind of the modern age spirited woman that uniquely combines modern aesthetics with an Indian flavor. A mother of two who gives a sprawling access of fashion firsts to the masses and beyond, Anita Dongre still believes that there is still much more to come.
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Bridal embroidered lehengas with a contemporary twist are a signature look by the designer.
1. What is the most challenging part of working as a designer? I love the design process of dreaming of designs and then converting the images to reality. The challenging part is that it involves many, many people - especially for the designs that we produce by hand. So, one needs patience and people management skills too. 2. What motivates and drives you to design a new collection each time? The person who will be wearing it - always. I believe fashion must essentially be wearable and should make the person feel good. Each time that I design I want to give the Indian woman what she hopes to see in her wardrobe - be it for work, an evening out or at a wedding. 3. Some memorable moments since you launched your label? The launch of my New Delhi flagship store as it was a long held dream and creating the design house space in Navi Mumbai. It’s a beautiful green space, airy, spacious and absolutely inspiring. 4. Design elements & unique aspects that are key in an Anita Dongre outfit? Our intricate gota patti remains the signature style of the brand. The gota patti craft on one lehenga alone requires sixteen people working for eight hours a day, over two weeks - so it’s a culmination of Hundreds of man hours that go into it. Each leaf and each flower is laboriously hand-cut and handcrafted. These are masterpieces that will live on forever - heirlooms that a mother will pass on to her daughter.
The collection 'Epic Love' is a classic combination of jewel tones & gottapati embroidery.
5. A style tip for bride-to-be’s on several ways to wear a lehenga on their wedding day. Every bride must keep her personal style in mind while planning her outfit. It is important to not only look beautiful but also be comfortable in your ensemble. The bridal lehenga can be teamed with a Boho top for a destination wedding, or with a long tunic, apart from the traditional lehenga-choli with dupatta. 6. An ideal muse that fits perfectly in an Anita Dongre? The modern Indian woman who is independent yet true to her roots. 7. Has costume designing and styling in the Bollywood fraternity intrigued you? Where’s the time? 🙂 8. Trending silhouettes that you consider timeless for all seasons? The saree. It has endless possibilities with different drapes and silhouettes. 9. After a successful career in designing, is there any untouched path you would like to explore? Currently, no, as I feel I still have a lot more to do as a designer. 10. Advice for young aspiring students on how they can follow success in their footsteps. Follow your passion, work hard and always strive to reach your goals!
Dia Mirza chose an Anita Dongre for her sangeet while Sonam Kapoor was spotted wearing the designer in Dolly Ki Doli.
