Anita Dongre - The Queen Of Bollywood Fashion

Nishtha Sharma
Jun 26, 2019   •  16 views

Anita Dongre(born 3 October 1963) is an Indian fashion designer and is the founder of House of Anita Dongre, an Indian fashion house. She was born and raised in Mumbai Maharashtra, India. Her designs are available under four distinct brands, which are AND (Western wear), Global Desi (ethnic wear), Anita Dongre (bridal, couture , menswear), and Anita Dongre Grassroot (organic clothes). Along with couture brands, she launched her jewellery brand Anita Dongre Pink City, which also features under House of Anita Dongre. Anita dongre had already established her business of supplying Indian wear to boutiques for over 12 years before she founded And Designs India Ltd. with her sister Meena Sehra and brother Mukesh Sawlani in 1995.

In the year 2015, And Designs India Limited re-branded itself as House of Anita Dongre in line with global fashion houses. All of Dongre's portfolio of brands furnish under this name.

House of Anita Dongre currently shelters AND (western wear), Global Desi (boho-chic brand inspired by the folk tales of India), and her signature label ANITA DONGRE. She has recently introduced Anita Dongre Grassroot to her fashion house, which is a sustainable and eco-conscious luxury pret label paying tribute to the handcrafted traditions of India. She is also the founder of Pink City, a handcrafted jadau fine jewellery brand .

Dongre's brother and sister handle the operations of the business, while she focuses on the design front. She features as the Chief Creative Officer of the company and designs clothes for both Bollywood celebrities and royalties.

Design Philosophy

Dongre's design philosophy is ‘Wear ability, comfort and inclusiveness’. Indian culture, heritage and craftsmanship of Rajasthan have been a lifelong inspiration for the designer, which is also well-reflected in all her collections. Her designs showcase Indian aesthetics in a contemporary language. She was the first Indian designer to introduce standard sizing in the country for Indian women (UK size 8 to UK size 18).She is committed to revive Indian crafts and textiles. She is also a firm supporter for women empowerment in India. She gives the women in the villages training in basic stitching, ironing and pattern cutting to create outfits & accessories for brand Global Desi.

She launched Anita Dongre Grassroot, to empower the artisans of India to nurture and treasure the handcrafted traditions by reviving, sustaining and empowering the Indian arts and artisans.

Dongre is aveganactivist and a member of the animal rights organisationPeople for the Ethical Treatment of Animals(PETA).All her products are cruelty-free, namely she does not use any leather or cashmere in any of them at House of Anita Dongre.

Anita dongre has managed to pull up the fashion game single handedly with loads of hardwork and she has a number of stores in Juhu, Bandra and many other regions of Mumbai itself. She is the queen of fashion and styling working shoulder to shoulder with top designers of our country such as Manish Malhotra and Sabyasachi mukherjee. she has a working team of over 20 people who just simply look upto the designers work and manage it further with labour team, tailers, designers, vendors and clothing companies. She runs a complete rail of employment of many people single handedly in her own office. She has come up with many designing ideas so far and has managed to be known as one of the best designers in India. Anita dongre is a respectful and hardworking face of fashion Industry in India.