Anita Dongre

The Clothes I Designed Were What Women Had Been Searching for, It’s About What They Wanted. It Is the Wearability of Our Designs That Has Made Each Brand Successful.‘‘
 

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From Bollywood royalty like Kareena Kapoor Khan, Malaika Arora and Aditi Rao Hydari to the Duchess of Cambridge, Kate Middleton, this amazing designer is everybody’s favourite. With a 30-year-old legacy behind her, Anita Dongre’s humble beginnings in fashion have been the reason behind the five popular, successful brands: Dongre owns two high street labels—AND and Global Desi—prêt label Grassroot, couture label Anita Dongre and fine jewellery label Pinkcity crafted by Jet Gems. In a conversation with Utsavi Jha, the ace designer enlightens us with her sophisticated charm.

ex: To begin with, you have received many awards for the same. What do you think about your brand popularity and acceptance?

Anita Dongre: In the 90s, when I started this business, there was a change simmering in the typical Indian household – women wanted something more out of life, they wanted careers. This modern woman has been my inspiration ever since I started. The clothes I designed were what women had been searching for, it’s about what they wanted. It is the wearability of our designs that has made each brand successful. And as this modern woman continues to evolve with the times, to rise her voice and express herself, so will my designs to reflect this phenomenal woman.

ex: Tell us about what inspires your craft and creative process.