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A rooted cause

Designer Anita Dongre has launched  a new label that offers a collection made in association with many NGOs, with the aim to preserve India’s crafts and textile traditions

After starting affordable high street labels in addition to a successful couture line, fashion designer Anita Dongre is ready again with a new label and a new store — Anita Dongre Grassroot.

There are various elements to the collection, such as this one that uses traditional dyeing styles in a contemporary way, with more geometric patterns. pics/sayed sameer abedi
There are various elements to the collection, such as this one that uses traditional dyeing styles in a contemporary way, with more geometric patterns. Pics/Sayed Sameer Abedi

“I had started this project six-seven years back, and had showcased a line as well. But then I got busy and didn’t have both — the time and the financial resources to take it ahead. Finally, a year and a half ago, when a couple of NGOs began to approach me, I realised that I could not postpone it any longer, as these crafts need attention as soon as possible,” shares Dongre.

The interiors of the store features traditional crafts on the wall such as mudwork from Bhuj (above the photo on right)
The interiors of the store features traditional crafts on the wall such as mudwork from Bhuj (above the photo on right)

This premium range of clothing has been created in association with NGOs, such as Sewa, from across the country and are completely handmade. One will see traditional Indian textile crafts such as ahir embroidery, chikankari, Banarasi weaving and Ikat in the collection. While Dongre has always been working with Indian crafts such as Gota patti and Banarasi weaving for her collections, Grassroot stands apart as the silhouettes are very contemporary.

Fashion designer Anita Dongre
Fashion designer Anita Dongre

“Women would usually wear my clothes for their wedding. But this label is for women to wear every day, hence making the crafts more accessible,” informs Dongre. It includes dresses, tops, shirts, tunics, kaftans, palazzos, culottes, and jackets. Dongre will launch a second store at Altamount Road in September.

At: Everest Classic, Linking Road, Khar (W).
Call: 7045669647

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