Anita Dongre launches a new flagship store, and campaign starring Aditi Rao Hydari


Anita Dongre launches a new flagship store, and campaign starring Aditi Rao Hydari

Expect pretty prints and sugary pastels

By Megha Roy  March 10th, 2016

Anita Dongre launched a brand new flagship store in Kemps Corner, Mumbai. She also used the opportunity to introduce her new campaign starring Aditi Rao Hydari, who was clad in a stunning ensemble from Dongre’s new collection. The new line titled Love Notes is made up of occasion wear, with statement prints on pastel lehengas and suits made from cotton, georgette and Chanderi silk. “Love Notes captures the state of mind of a young woman in love – echoing her thoughts, her musings and of course, her notes to herself on love,” says Dongre. The designer uses her signature gotta patti and resham embroidery to create truly memorable pieces for special celebrations. The picture-pretty campaign was shot in the majestic Junagarh palace in Bikaner. Sandstone corridors and sprawling courtyards offset the details on Dongre’s creations. “I love the line! It’s pretty, feminine and versatile,” adds Hydari. “The Junagarh fort is breathtakingly beautiful – every wall, every corner, even the floor. I felt like a princess caught in her ‘me time’.”​

Shop No-03, 9-9A, Ground Floor, Delstar Building, N. S. Patkar Marg, Hughes Road, Mumbai