Anita Dongre, makes a mark with her women’s wear brands

The three brands from Anita Dongre have a between them 280 EBOs spread across India. These brands are: AND, Global Desi and Anita Dongre.

AND is women’s western wear and Global Desi is a women’s fusion wear brand. Together they strengthened their footprint in a number of Tier II and III cities. They are also in large format stores like Lifestyle, Shoppers Stop, Pantaloons, Central etc. A showcase of exquisite Indian aesthetics and craftsmanship in a contemporary language is prevalent in all of Anita Dongre’s designs. Dongre is inspired by Rajasthan and India’s rich craft tradition, and has fashioned handcrafted bridal gotapatti lehengas and handwoven heritage Benarasi creations that are coveted by brides all over. Aside from Dongre’s bespoke bridal, couture, pret and menswear lines, she also works with handcrafted gold jadau jewelry.

Anita Dongre’s designs for the new-age bride are elegant, light and fuss-free ensembles with rich embroidery such as the signature gotapatti on bright colors. For bridegrooms, it’s all about tonal embroidery and structured silhouettes with detailing.

The Anita Dongre bride is a convention-defying, urban woman, who loves all things traditional, but refuses to be weighed down. She seeks versatility, functionality, comfort and glamour in her wedding ensembles.