After introducing AND, the comfortable, stylish and affordable ensembles for the modern Indian woman, Anita Dongre now launches her couture brand!

The beautiful shades of blue, lime and ross adorning the intricately embroidered chikan work are breathtakingly fresh and very wearable. Most designer wear is either extremely unaffordable or unwearable. With necklines plunging way too low than what could be worn at any place other than those high society gatherings, and the cuts being way too sharp, wearability is 'the' issue. But, Anita Dongre' s designs are a pleasant surprise.

A designer who seems too sensible and practical to design for shock value, Anita pursues satisfaction from spotting people dressed in her label, than just see them worn in highlife evenings or hanging in wait to be bought at the stores. "When I design my clothes I think if I would walk into a shop, buy the piece and then wear it," says an unassuming Anita.

"If you are well dressed, it gives you tremendous confidence. And my clothes are designed to put forth that confidence in a woman," says Anita. The new range of the Anita Dongre label is an occasion wear and exclusive in its designing. The price range for this range is anything from 5000 -- 15,000. The pure chiffon, crepe chiffon, georgettes and silks completely tempt you to go ahead and pick up an attire for that special occasion.

"The couture label celebrates the innate femininity of the women of the world. It ensembles honour women who recognise the effortless elegance to be had from choosing clothes that rejoice in their womanhood, even while bestowing on them the confidence to face the challenges of life," says Anita. Making waves at the IGEDO Collection Premier Duesseldorf in Germany, her spring/summer 2001 collection is a fresh look at vibrant colours in chikkankari.

While AND focuses at western ensembles and giving smart wear options to the working women, Anita's new couture looks at the traditional Indian craftwork while the silhouettes are on western designs. "This lable is more flamboyant and primarily eveningwear. I want to see this new Anita Dongre line develop a universal appeal. And the Indian designs on the western cuts are something that I think should work. It's in my opinion a fusion of Indian and western holding a wider appeal," adds Anita.

The Anita Dongre couture label will soon be available at an exclusive boutique near you in your city Mumbai within a month.