Ra­jasthani Re­galia

VM&RD - - INTERNATIONAL VM CAMPAIGN -

Anita Don­gre, a glob­ally recog­nised de­signer, prefers to be tra­di­tional with her de­sign. She of­fers ‘’ac­ces­si­ble lux­ury” range to the mod­ern day woman and man, with styles that seam­lessly blend tra­di­tional aes­thetic with con­tem­po­rary el­e­gance. There­fore, to present it, the de­signer has in­au­gu­rated a new flag­ship store in Delhi's DLF Em­po­rio within the area of 3,000 sq. ft which de­picts the royal Ra­jasthani Mughal era.

The lux­u­ri­ous store ex­udes the charm and vi­vac­ity of Ra­jasthan, and of­fers a unique se­lec­tion of bridal, cou­ture, prêt and be­spoke jew­ellery, to the lux­ury con­nois­seur. De­signed by Percy Ku­tar of 4.4 De­sign, the store gives a sheer grounded touch start­ing from the an­tique en­trance gate made in chokat de­signs, to the earthy colours, dark light­ing, artis­tic fur­ni­ture and old styled black-white photo frames which cre­ate the Ra­jasthani am­bi­ence. The store has been de­signed with a mo­tive to showcase a new cat­e­gory of de­signer wear that is high im­pact, yet tran­scends oc­ca­sions, in con­tem­po­rary styles. Ad­di­tion­ally, the store trans­lates the ‘ac­ces­si­ble lux­ury’ prin­ci­ple of the de­signer by of­fer­ing in­di­vid­u­al­lypriced sep­a­rates, giv­ing ev­ery in­di­vid­ual the op­por­tu­nity to dress to the oc­ca­sion. Talk­ing about the store con­cept, Anita Don­gre shares, “The store con­cept is a nat­u­ral ex­ten­sion of the fash­ion line. El­e­gant and so­phis­ti­cated, with­out too much or­nate de­tail­ing. Just like the fash­ion line, the un­der­ly­ing theme for the stores has been the rich her­itage and in­tri­cate work seen in the palaces in Ra­jasthan, the vivid colours as­so­ci­ated with the state, and blended with sub­tle moder­nity, so as not to

not make the space jar­ring and over the top”. To ex­ude the real Ra­jasthani am­bi­ence, var­i­ous trips were made to Jaipur and Udaipur and spe­cial ar­ti­sans were en­gaged. The fur­ni­ture has been kept in old wooden style, com­mis­sioned from Jaipur, while the thikri work and the bone in­lay work chairs have been brought from Udaipur. The wall fab­rics and the block print fab­ric have been sourced from Jaipur. For the Men’s wear sec­tion, the old bazaars of Delhi were the des­ti­na­tion to look for the adorn­ment, and they ac­quired lith­o­graphs and books on Ma­hara­jas; ac­tual photo prints from the days of the Raj have been framed -- of­fer­ing a royal so­phis­ti­cated feel to the sec­tion. Anita adds: “I was com­pletely in­volved in the plan­ning of this store, and for me it was like de­sign­ing my own house. The store at the Em­po­rio is like an ex­ten­sion of my own house. It was months of ar­du­ous labour and hard work for us to bring this store to life.” The VM of the store has been very sim­ple and el­e­gant, and it is cur­rently in res­o­nance with Anita’s new col­lec­tion “In­dia Mod­ern” with shades of blue and in­lay work, as seen at the Pal­la­dio Bar in Jaipur. To en­hance the

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