Anita Dongre- Woman behind green world of fashion

Fashion is one field which is evergreen and also there is a continuous change in the products. Off late much importance is being given to designer wear and haute couture. In India many designers have come up in the recent times. This clearly shows the awareness people have regarding fashion. One designer who has been in fashion industry for more than fifteen years and doing pretty well in India and abroad is Anita Dongre.

Anita Dongre did her graduation in Commerce. Due to her passion towards fashion she joined in SNDT Indian Design School. Now she also is a visiting faculty in the same institute and other institutes like national institute of fashion technology. She was inspired by the cultural heritage of Jaipur and later in career she also launched a label ‘jaipur’.

Anita Dongre started her design career by launching an ethnic wear label. The collections were named under as ‘Masque’. Ethnic wear is something that never die and that never is out of fashion, though there has been a number of changes in the styling and designs. Anita Dongre released these ethnic wear collections in some of the well known stores in Mumbai, Chennai and Delhi. One such famous store where her collections were kept was Taj Khazana. She also has her collections in some stores in London and other places. Indian ethnic wear is liked by people in abroad and the designs have become very much stylish and in vogue.

Anita Dongre took the next step of launching western wear. She named the western wear collections as ‘AND’. She understood the pulse of the Indian women who slowly started preferring stylish, designer labels and branded garments which were also comfortable. This thought made her introduce the western wear. It was launched in 1999.

After having released labels for ethnic wear and western wear, Anita Dongre always dreamt of having a couture label. It was after being in the industry for fifteen years she felt it was time to have a couture label. She released the couture label as ‘Anita Dongre’. This was launched in an international meet. This collection gave importance to simplistic look, clean cuts, tradition and international fashion.

Anita Dongre has designed evening gown, casual wear for contestants of Femina miss India. She has also designed for many actresses like Sameera Reddy. She launched many labels with each label having a concept behind. Her labels not just did well in India but also in many foreign nations. With people becoming more aware about environmental issues, Anita used the opportunity to release clothing line that will be eco friendly. As a result of her thought she released ‘grassroot’. These collections were made up of organic cotton. Organic cotton is cotton that is grown without the use of chemical fertilizers. She used this concept to release the eco friendly clothing. It saw a great success as it was released at the right time when people started giving importance to environment and related issues. Anita Dongre is definitely a great designer who catches the pulse of the customers and delivers accordingly.