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Anita Dongre: Feminine Touch


Hails from the suburb of Mumbai, is renowned name in fashion Industry, which does not require intro. Her elaborate feminine designs with trendy and chic touch in it is the USP of her brand known as AND. Salon India interacts with this renowned designer to know more about her.

What challenges you’ve faced when you started your career in the fashion industry?

Making a career in the fashion industry was definitely not a common choice back then, and I had to face a fair share of opposition from my family who were resistant to the idea of me becoming a fashion designer- they did not take me seriously. No woman in my family had worked before and it was an unheard of concept back then. But my commitment and the relentless pursuit of my passion changed their mind.

What is the importance of hair and make-up in fashion?

Hair and make-up is extremely crucial in projecting the theme of the collection and it adds a great deal to the visual appeal of the look and the outfit.

What is the contribution of a designer in planning and creating the look of the model?

A designer is involved in planning and creating the look of the models. Creating a collection is not just about designing outfits; it is essential to have a well-designed look for the models walking the ramp to successfully showcase your collection.

Who is your inspiration?

I derive inspiration from everything, books to music, places and people. I have always been fascinated with Rajasthan and its rich culture and heritage coupled with beautiful architecture -all of which finds way into my designs. Rajasthan plays a pivotal role in my design aesthetics, I love to work with the weaves and crafts of the place, so one will see a lot of gota patti and bandhini in my creations.

What is your suggest for the look for new year or a peek into SR’2014 lookbook?

My spring summer 2014 collection for AND is a blend of season’s mid-calf length pencil skirts, short jumpsuits, flared bottom pants, cropped jackets, shirt dresses with a twist, long flowy maxi gowns in breezy georgettes and long skirts with wide splits.

The theme for my label, Anita Dongre is “Sonnets of Spring”. It is characterized by digital and geometric prints in soft pastel hues, from ivory, to beige, old rose and powder blues. Kaftans, anarkali, tunics, shift dresses, fitted trousers and elegant eveningwear come in summer-friendly fabrics such as mal, georgette, chiffon, linen and cotton. For Global Desi I have launched the “Mela” collection- it is rustic casual yet urbane chic, imbibing the free spirit of a fun filled carnival in tunics, shirts, jumpsuits, afghans, palazzo pants, shift dresses and maxis.

What are your future plans?

On a larger scale, my vision is to go global with all my brands- AND, Global Desi and Anita Dongre. This endeavor too is taking shape with the recently opened first Global Desi store in Mauritius in August 2013 and another one by September 2014. I am currently working on the Autumn Winter 2014 collection for all my labels and my next collection of jewellery for Pink City.