Anita Dongre has been a part of the fashion industry for the past 15 years. Anita Dongre was always attracted towards the world of fashion immediately after her school days. Although initially in University she worked towards a Commerce degree, she simultaneously enrolled into the prestigious Indian Fashion Design School S.N.D.T. and completed the course in 1983. Later, she began teaching at S.N.D.T. and continued to do so for 2 years. To encourage design students; Anita now serves as an external mentor to institutes like S.N.D.T., NIFT and G.D Somani.
Anita`s urge for putting her design skills into practise got her into establishing her Ethnic Indian wear studio and she began retailing under the label `Masque`. Subsequently, she began supplying her designs to renowned stores such as Sheetal, Taj Khazana stores at New Delhi, Kolkata and Chennai, a prêt store in Mumbai`s upmarket OmChambers, Kemps Corner, Damini in London and a host of stores in cities like Vancouver, Singapore, and Dubai. She continues to supply her Indian Ethnic Designs in these markets even today.
Anita then made a gradual transition and launched her western women`s wear label `AND` in mid-1999. Market sensitivity and a keen understanding of the growing Indian woman`s need for comfortable, stylish, branded and affordable clothing was the primary factor in the positioning of this label. While AND retails in Mumbai from India`s premier mall, Crossroads and another store located at Linking Road and at New Delhi from South Extn. I. Subsequent to the popularity of AND; Anita launched a line of Fusion and ethnic wear under the label AND EAST. This Label is available at Shoppers Stop, Pantaloon and Pyramid.
A couture design label has always been one of Anita`s dreams. Having been involved for over 15 years with the fashion world, she felt it apt to launch her couture label ANITA DONGRE. This label is a fitting combination of the exemplary world of Indian creative crafts, clean cuts and simplistic value. With Anita`s positive understanding of an international look, it was appropriately launched at an international forum - IGEDO in August 2000. Anita has been the only Indian Designer chosen to showcase her garments at the Finale of the IGEDO Spring Summer Fashion Show.
The ANITA DONGRE Label has an elite and loyal clientele that includes the likes of Anuradha Mahindra, Nita Ambani, Shabana Azmi, Maureen Wadia, Juhi Chawla, Monica Vaziralli and many more.
In 2001, Anita provided the casual wardrobe for all the Femina Miss India contestants and designed the pageant gown and the eveningwear wardrobe for Shamita Singha representing India at the Miss Earth Contest. She also designed formal wear for Kanwal Toor who represented India at the Miss International contest in 2001. Anita has also designed the finale gowns on behalf of the Westside Stores for all contestants of the Citadel Miss Pune Contest held in September 2004 at Pune.
Anita Dongre`s work was basically presented for the Indian urban women featuring skirts, pants and off-shoulder blouses. The faux suede fabric was combined with georgettes and chiffons. Surface treatment in the form of delicate cutwork- with patterns of floral trellis, paisleys, geometrics and animal figures and breezy leheria and tie-n-dye added to the feminine charm of this collection. The characteristic look to the collection was given with fringes, and beadwork. The colour palette started with the beautiful chocolate brown beige olive and khaki, and used turquoise and orange as accents.
Anita Dongre`s collection gave a touch of the wild Savannah with Dongre`s beautifully produced digital prints inspired by the Masai Mara tribe. Her silhouettes were simple to offset the earthy prints to their best advantage. The skirts and dresses were impressively cut with delightful, fluted, bias cut hemlines that became a signature of the collection. Tops were tunic/kurtas. A magical piece was a bright, burnt orange skirt, beautifully cut with a great flounce that flipped to flash the rich brown lining.
The show started with lycra dresses adorned with gold foil symbols. There were long sleeved t-shirts and gold flock printed cotton Lycra dresses. From Lycra Anita moved to silks. It was a youthful collection with touches of Anita`s style glamour.