The Anita Dongre Interview

Closing the Indian fashion event of the year, Anita Dongre’s ‘Alchemy’ succeeded in casting a spell over Mumbai’s glitterati. 

Held in Bandra Fort’s magnificent amphitheatre, the catwalk transformed into an idyllic garden through which white and cream-clad models meandered in flowing gowns with gold details (in keeping with the ‘liquid gold’ theme). The whimsical range is inspired by the flora and fauna of Rajasthan.

Closing for the label was a radiant Kareena Kapoor, a vision of ethereal perfection in a magical Dongre creation. We caught up with the designer when she was in London.

What inspires you?
“Rajasthan. I was very close to my grandparents, who lived in Jaipur. Every time I return I stumble across something beautiful I want to integrate in my collection.”

Tell us about your Grassroot collection
“It’s about safeguarding India’s rich textile and craft heritage for future generations who may never know the joy of wearing natural, handcrafted and hand- embroidered clothes.”

What’s the difference between Indian and British brides?
“Bridal fashion emerges in India, so women there are more clued-up about styling. But social media is changing all that. Now you can see my collections the second they’re out.”

Tell us about your bridal collection
“I design a lot co-ordinated outfits for the bride and groom. I price all pieces individually so a bride can wear pieces afterwards rather than relegating the entire look to the back of the closet. I believe in mindful fashion. Buy a few well- made pieces and re-style to create a new wardrobe. It’s all in the styling!”

What are your bridal no-nos?
“Brides tend to over-accessorise, which is a mistake. Don’t wear everything just because it’s expected.”


New stores
“I’m opening a new store in NYC so that the brides there can indulge in the beautiful heritage of Indian fashion. I hope to open a store in London by the end of this year. Perhaps Mayfair?”

• Shop.AnitaDongre.com