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 Home > City Resources > Fashion & Beauty > Fashion Sensibilities with Anita Dongre

Fashion Sensibilities with Anita Dongre

Anita Dongre's CreationsIn early August this year the Anita Dongre couture label made waves at the IGEDO collection premier held in Dusseldorf in Germany making it to the front pages of some of the most widely read newspapers of the region. The reviews spoke about the sheer beauty and practicality of the ensemble. Anita Dongre showcased her spring/summer 2001 collection at six professional shows. She was the only Indian to be chosen to display the collection at the show’s grand finale.

Anita Dongre says, "The couture label celebrates the innate femininity of the woman in the world.” The couture label offers skirts, trousers, blouses, jackets,dresses, scarves and stoles. The fabrics which she uses are pure chiffon, crepe chiffon, georgette and silks. Each technique of embellishment is sourced and produced at the place of its origin. The master craftsmen from Lucknow did the Chikkankari of the collection displayed Dusseldorf.

After graduating from the SNDT University Mumbai in 1983, Anita Dongre set up her own company, Masque Clothing Private Limited, which designs and produces a line of western and ethnic garments. These garments are retailed in stores across India. The ethnic Indian line is also supplied to stores in the UK, the Middle East, Singapore and Canada. A year ago she launched her boutique AND at Crossroads. She has now created a second brand and has named it Anita Dongre. The brand seeks to translate some forms of traditional Indian techniques like batik, tie and dye and vegetable dye prints to contemporary silhouettes. Her Chikankari Collection in crepe georgette and chiffon is a delightful fusion of contemporary style and the age old Indian craft.

The Anita Dongre couture labels are available at four Khazana outlets the Taj Mahal and the Taj Palace New Delhi, The Taj Coromandel, Chennai and The Taj Bengal, Calcutta. As Rajeshwari Srinivasan of Taj Khazana says,“ She combines aesthetic sensibilities with a pragmatism that is refreshing.”

To contact Anita Dongre call at 022-6114019 or fax 022-6181189

By: Latika Sidana




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