The DNA Of Indian Fashion: Anita Dongre


Reverence for the craft is a major pillar of the House of Anita Dongre, which centres Indian aesthetics with modern interpretations across its various brands. For designer Anita Dongre making sure every element is hand-placed and each ensemble is different is crucial. Adding on that Dongre’s commitment to ethical design and her love of animals are blazing a trail for good change in the world. The designer tells us more about her new collection and continuing to stay relevant.

ELLE: Tell us about your new collection.

Anita Dongre (AD): ‘There She Glows’ is a collection dedicated to my forever muse, the unconventional bride. Whether it’s classic reds or timeless whites, each outfit celebrates our signature crafts from hand-painted Pichhwai to Lippan-inspired mirror work, all highlighted in contemporary silhouettes.

ELLE: How would you define your unique approach to Indian bridal wear?

AD: The challenge with Indian bridal wear for many years has been that it is out of step with what the Indian bride wants in the 21st century. We’ve gone past the shy, demure bride who needs permission to do anything to discover a generation of women who not only plan their own weddings but also dance all the way through. I simply design for this self-assured woman who knows her mind, making my natural design aesthetic one that showcases time-honoured crafts in a contemporary way.

ELLE: How do you strike a balance between being distinctive and marketable?

AD: I design from instinct putting thought and effort into what my brides and grooms would like to wear. The rest takes care of itself.

ELLE: Has your definition of ambition evolved over the years?

AD: While my passion and drive remain the same as it was when I first started out, there’s been a mindset shift to work towards growing more mindfully.


ELLE: What makes the House of Anita Dongre globally relevant? And what can we expect from you in the coming years?

AD: You tell me! I’m simply living my long-standing dream of bringing Indian crafts to a global stage. Over the next few years, the goal is to be closer to our global customers in addition to New York and Dubai. It’s important that people touch and feel the textiles and crafts to truly appreciate them.

Find ELLE’s latest issue on stands or download your digital copy here.

- Junior Fashion Writer

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