HomeEntertainment & MusicMovieUnique: Anita Dongre on constructing a trend empire, bringing sustainability to Bollywood...

Unique: Anita Dongre on constructing a trend empire, bringing sustainability to Bollywood and extra



From dressing Kareena Kapoor Khan to the Duchess of Cambridge and Kim Kardashian: Anita Dongre has taken the style panorama in India world. The designer had the imaginative and prescient to infuse a component of consolation into designer outfits, ever since she was sixteen. In a profession spanning a long time, the imaginative and prescient has translated superbly along with her stellar creations. What makes her creations quintessentially elegant is that she components consolation into excessive trend. In an trade that’s all about glitz and glamour, the designer strays away from the idea that magnificence is ache.

Other than being an ace designer, Anita Dongre has been a pioneer on the subject of sustainability in trend. She has included consciousness into her enterprise practices and is consistently going the additional mile to scale back the carbon footprint of her model.

Her aware practices and cutting-edge designs are what have made her a favoured alternative of A-listers. She has dressed royals such because the Duchess of Cambridge in addition to Queen Mathilde of Belgium. Hollywood celebrities comparable to Kim Kardashian, Beyonce, and Sophie Turner amongst others. Relating to Bollywood, she has dressed the likes of Kareena Kapoor Khan, Karisma Kapoor, Alia Bhatt, Janhvi Kapoor, Anushka Sharma, Katrina Kaif, Ranveer Singh, Kartik Aaryan, and others. Her designs have been additionally the popular alternative of Neha Dhupia on her wedding ceremony day.

We chat with Anita Dongre who discusses trend, bringing sustainability to Bollywood and shares her attention-grabbing encounter with Kate Middleton, Duchess of Cambridge.

You began a trend empire together with your sister with nothing however two stitching machines in your balcony. Out of your journey from there to turning into a family identify within the nation, what’s one factor that you’ve discovered alongside the way in which?

After I was 16 and I went to be taught design, my goal was to all the time create trend that will make girls be ok with themselves. For me, trend is a really highly effective emotion and gear to make individuals be ok with themselves. And right now that goal is made bigger by additionally making individuals who make our garments do good. Trend is absolutely purpose-driven about making the wearer really feel good and making the maker do good as a result of this trade employs hundreds of individuals and is such an enormous revenue generator concerned. That I believe is my fundamental unbelievable satisfaction right now.

Your creations have been donned by the most important names in Bollywood, from Kareena Kapoor Khan to Alia Bhatt. What do you suppose separates your model from the remainder?

I really feel so great once I see all these great, wonderful girls put on our creations as a result of I respect and admire every one in every of them. I believe once I design, as a girl I deliver empathy to the design desk – my fashion may be very snug and on the similar time it is rather elegant, and I believe plenty of thought goes behind what we do. So, I might say it’s considerate, elegant, and comfy. I believe girls resonate with all these values I attempt to deliver to my design and put on them so superbly. I believe the cherry on the cake is when a girl carries off or designs so properly and he or she owns it when she wears it. I all the time suppose the lady ought to personal the design and never the opposite manner spherical and all these girls that you simply named are unbelievable and the way they make the garments work.

Be it Madhuri Dixit, Karisma Kapoor, or Priyanka Chopra Jonas, the actors you gown are brimming with character and an genuine sartorial sensibility. Who’re a few of your favorite celebrities to decorate?

That is one robust query to reply as a result of to me each girl is particular. Whether or not she is a celeb or whether or not she is only a consumer who walks into my retailer. Whether or not it’s a girl who’s going for her first job interview, it’s her wedding ceremony, an actor sporting your creation at an award operate, or in a public gathering, to me how they really feel within the garments is vital. I actually suppose right now the ladies who put on me are my inspiration.

Is there any trend recommendation that you’ve shared with any of the main actors? Might you share that recommendation with us?

I say this to everyone, to my clients additionally – don’t observe tendencies blindly. I believe everyone ought to put on what works for them, for his or her physique kind. To acknowledge your individual physique kind and spotlight the aspects that you simply wish to. An clever girl doesn’t observe tendencies blindly and I might say, a lot of the girls who put on me are fairly clever.

You’ve got dressed Neha Dhupia for her impromptu wedding ceremony which was deliberate in below 48 hours. How was the expertise dressing her for such an vital day on such brief discover?

I’m very grateful to have such an important workforce. We now have all the time risen to the event once we get last-minute requests and a bride for us is all the time precedence primary as a result of she has bought a lot to take care of earlier than her wedding ceremony. So, I might simply say thanks to my workforce and all of us who put it collectively for her – it was simply nice teamwork. Simply ensuring the bride was blissful was an important job for us at that second.

You’ve got dressed worldwide celebrities comparable to Hillary Clinton, The Duchess of Cambridge, Kim Kardashian, Beyonce, Sophie Turner, and extra. How does it really feel to be on the forefront of Indian trend?

I’ve been saying this for the longest and we’re virtually there now – I actually suppose it’s excessive time Indian craft and Indian design deserves world recognition. When globally well-known girls like Kate Middleton put on us, it’s a nice day for Indian trend and design. We want extra of that to get acknowledged now.  Once we dressed Kate, Anita Dongre was the seventh most googled designer on this planet so dressing celebrities like her does deliver Indian design to the forefront.

Are you able to share any enjoyable encounters with any of the worldwide A-listers you will have dressed?

Kim Kardashian was an editorial shoot, so I used to be not there, nor was I there for Beyonce. However I did have the nice fortune to satisfy the Duchess of Cambridge in Buckingham Palance in London and it was a really pretty dialog we had. She shared her love for Rajasthan with me and mentioned that if there’s one place I wish to come again and go to it’s Rajasthan and Jaipur. She is aware of I’m from there and mentioned that that was the rationale she selected my designs. So, we share our frequent love for Rajasthan and a lot of my design is impressed from there; it felt so good to listen to that she needs to go to there once more as a result of she feels she didn’t have sufficient on her first journey.

Relating to celebrities, we’ve seen 12 months after 12 months that repeating outfits will not be one thing that has been a pattern. How can we alter that?

Celebrities and media have nice energy, and so they should use this energy to affect the remainder of society. I actually respect Queen Mathilde, the queen of Belgium, she wore one in every of our outfits which she repeated. The Duchess of Cambridge additionally often repeats her personal outfits. So, I believe celebrities should preserve repeating outfits to ship the message that sustainability is the one manner ahead for the style trade. It’s a enormous duty which they need to take very severely.

How can we make trend in Bollywood extra sustainable?

I actually suppose celebrities right now ought to make certain they’re sporting cruelty-free trend and assist clothes which might be handwoven and made by native artisans. Like I mentioned they maintain nice energy of their arms to drive this complete curiosity as a result of right now the world seems to be as much as what they do. So, they need to guarantee that they themselves are making the proper decisions and so many extra are going to observe. They have to assist manufacturers which might be round, and cruelty-free; they need to analysis and assist these which might be doing all of this.

You aren’t solely a inventive genius but additionally a pointy businesswoman with a number of manufacturers below your identify. What’s the one piece of recommendation you’d give to younger girls who draw inspiration from you?

I don’t know if I’m a pointy businesswoman, I don’t really feel like one. All these manufacturers are created as a result of they have been my dream and I simply principally come to work each day and fulfill the goals that I’ve seen. So, I believe I might inform each younger particular person on the market to imagine in your goals, persevere with laborious work and dedication and you’ll see your goals come alive. I got here to work each day and labored in direction of that aim – All of it begins with a dream or a imaginative and prescient. And a perception that your imaginative and prescient is feasible.



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