AND, she rules!
Worried about what works and what doesn’t, this party season? Designer par excellence, Anita Anita Dongre, Dongre, provides the solutions in an exclusive interview with Namrata Namrata D’souza. D’souza.
Having reigned over the Indian fashion scene since the last two decades, designer Anita Dongre has been successful in carving her own niche in a fashion world that is becoming increasingly competitive and predictable at the same time. Owner of six unique brands, when it comes to understanding the current fashion scenario, how Indian weaves and work can find a global audience and how to give a desi twist to international styles—there is none better than Anita Dongre to go to. Here, she tells us what she feels is in store for garment retailers and consumers this party season:
CONSUMERS TODAY ARE WELLINFORMED AND KNOW WHAT THEY WANT; IT IS THUS IMPORTANT TO PROVIDE THEM WITH THE LATEST TRENDS AND COLOURS.
PARTY FASHION FORECAST
“The party season this year is all about solid colours and stylish cuts—from skater dresses and embellished jumpsuits to asymmetric dresses and trendy cut-out designs in vivid colours like pink, green, blue, red, etc. My brand AND is also launching the 3rd edition of its Dress Festival with an eclectic collection of trendy party dresses—a must have for the season!”
CASHING IN ON TRENDS!
“The party season is the best time for retailers to innovate and put the best stock forward as everyone is in the mood to shop and dress up. Consumers today are well-informed and know what they want; it is thus important to provide them with the latest trends and colours.”
BLENDING WEST WITH EAST
“This party season will see Indian fashion absorb diverse foreign trends, patterns and designs that are then proficiently entwined into the Indian fashion industry along with our local designs.”
UPCOMING ‘AND’ PORTFOLIOS
I’m also currently in the process of completing the Spring Summer 2014 collections for all my brands and also
AS A DESIGNER YOU NEED TO INNOVATE CONTINUOUSLY WHILST KEEPING YOUR SIGNATURE AESTHETIC IN PLACE.
designing a new range of jewellery for Pinkcity for the next season. My aim this year was to go global and with the first Global Desi store in Mauritius, this dream has been fulfilled. Next year, I hope to expand the number of stores within the country and look to explore more international markets.”
CONSTANTLY SEEKING INNOVATION
“As consumers are always looking for something new and different, it is very important to innovate and be trendy. I get most of my inspiration when I travel; people, places and cultures inspire me and find a place in my creations. As a designer you need to innovate continuously whilst keeping your signature aesthetic in place. Creativity is always a work in progress!”
Indian weave you like to work with and why:
“I am truly inspired and enamoured by the handicrafts of Rajasthan and weaves of Banaras. You will see a lot of gota patti work and bandhini prints in most of my collections.”
Fashion faux pas to avoid this season:
“Don’t over accessorise; select colours that suit your skin tone. A simple elegant look is forever classy.”