Fashion Talk
Anita Dongre

Anita Dongre

Creative Director
AND

Designer, par excellence, Anita Dongre has been at the forefront of the Indian fashion scene for a number of years.

Designer, par excellence, Anita Dongre has been at the forefront of the Indian fashion scene for a number of years.

Fibre2Fashion : Since how long have you been a part of the glamour industry and as a designer how has your overall experience been?

Anita Dongre:

Since I was 16 or 17 I knew I wanted to get in to the fashion industry. I had that clarity at a very young age. I always dreamt I wanted to have the labels I have created and much more. Fashion is a part of me, a part of my life. It has been inspiring and truly a rewarding experience.

Fibre2Fashion : What is the most challenging aspect of this industry?

Anita Dongre:

I really think the industry has fewer challenges than other industries. The biggest challenge is as a designer and entrepreneur is to build a great team to support oneself so one can focus on the creative aspect. This industry requires team work and one has to rely on many people to bring your designs to the market. So the biggest challenge is to build a strong team as unlike a painter here it is team work again.

Fibre2Fashion : Which Fashion Era/Movement or culture has influenced you the most as a designer?

Anita Dongre:

Our Indian arts crafts and culture itself is so inspiring and I am influenced by India. I am lucky that I spent my childhood in Jaipur, Rajasthan and that state still moves me deeply.

Fibre2Fashion : Talking about your latest collaboration with Shop for Change, where an exclusive fashion line has been developed using ‘Shop for Change Fair Trade’ certified cotton, please do tell us what has inspired you as a designer to look into the cause of fair trade, and how this experience been so far?

Anita Dongre:

My latest project where one of my brands ‘AND’ has tied up with “Shop for Change” is a really exciting moment because it is a first time initiative of a retail brand bringing the concept of fair trade in India. Working closely with ‘Shop for Change’ allows me a chance to make a difference. Having visited the farmer co-operatives in Andhra Pradesh, I see the importance of introducing this concept in to the fashion industry and hope that other designers and stores also are influenced to change.

Fibre2Fashion : The designer community is one genre that can certainly make a difference in the industry by taking such special initiatives. What other special projects have you worked on in the past? Please throw some light on the same and are you looking towards any similar initiatives in the future?

Anita Dongre:

In the past I have come out with a Liva Viscose collection for my brand ‘AND’. Liva Viscose is a 100 per cent natural and biodegradable fibre. I am now closely working on my label Grassroot and hope to start Grassroot stores by next year. Grassroot is a label of Organic clothing that works with sustainable fabrics that are bio-degradable, environment friendly and at the same time, very stylish.

Fibre2Fashion : Kindly elaborate a little about your latest fashion collection, as a designer what are the styles and trends that are the most exciting for you this coming Autumn- Winter 2010?

Anita Dongre:

Classic, simple and elegant clothing is in style this coming Autumn-Winter. Today, a fashion conscious woman is looking for timeless classic pieces which she can mix and match. This is the kind of fashion I truly believe in and is something I incorporate in my collections.

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