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Fashion Sensibilities with Anita Dongre
 In
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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