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In Conversation with Anita Dongre


Following its launch in 1995, Indian couture house Anita Dongre has become a torchbearer for glorifying the richness of Indian craftsmanship for global Indians. Deeply inspired by Rajasthan’s archaic grandeur and traditions, a homage to homegrown crafts is at the heart of the brand’s philosophy. Though this is woven in a contemporary language to appeal to its present-day muse. The label’s bespoke gota patti lehengas and handwoven Benarasi creations have found a steady patronage, including celebrities like Neha Dhupia, Jahnvi Kapoor, Sonam Kapoor, Sonakshi Sinha, Karisma Kapoor and more.

“I always look forward to meeting my London brides and grooms through Aashni + Co. It’s great that they no longer need to travel to India to visit my store.” Anita Dongre speaks to A+CO in an exclusive conversation about brides, weddings and a whole lot more. 


Who is the quintessential Anita Dongre bride?

The Anita Dongre bride is independent, economically empowered and takes her own decisions. She looks for comfort over trends, and has her own unique take on tradition. 


As the bride becomes increasingly modern, she is also keen to embrace culture. How can she achieve this? 

The modern Indian bride does embrace her roots, especially during weddings. The great Indian wedding is all about family, togetherness, love and tradition. So traditional Indian attires are the perfect way to go. From fashion to rituals, the wedding is the perfect time to pay an homage to our culture. 

 What are the top trends of the season? 

The top trends this season are beautiful, vibrant colours such as fiery orange and shocking pink. For day weddings, choose blush pink in traditional weaves and intricate gota patti embroidery. Trending silhouettes range from the traditional saris with sexy cholis to shorter kurtas with shararas or longer kurtas with flared pants. The traditional lehanga  is best worn with a classic choli, or with a crop top for a contemporary update. 


 What are timeless staples every traditional wear wardrobe needs? 

Every Indian wardrobe must have a quintessential gota patti lehenga, a handcrafted bandhani outfit, classic weaves from Benaras, and a beautiful pair of jadau chand balis.


What are the mistakes people tend to make when shopping for Indian wear? 

Following trends blindly is a faux pas that most people make. What might look great on one person, may not necessarily look good on you. You need to be comfortable in your own skin; choose colours and styles that best suit your skin tone and height. Don’t drown your persona with an overdone repertoire or OTT accessories. 

Shop Anita Dongre on our e-store here