PEOPLE
Nature plays a crucial role in your
design aesthetic. Why is that?
Nature has always been a large part
of my life. I find myself vacationing in
places that keep me in touch with
wildlife. A peaceful environment away
from the hustle-bustle of my busy life
is where my thoughts flourish.We often see elements of
Rajasthan in your collections.
Ever since I was a little girl and
spent summers at my grandparents’
house in Jaipur, I had admiration for
Rajasthan. I have clear memories of
my grandmother taking me to the
Hawa Mahal market, where I would
try my hand at making lac bangles
with the local artisans. I used to
watch the local women with their
vibrant cholis and lehengas.
Rajasthan slowly became the place
I went to for inspiration.How are you incorporating
sustainability in your labels?
As a brand, we believe that
sustainability is about respecting our
planet, artisans, and their skills. We
incorporate this mantra by using
handwoven fabrics or partnering
with manufacturers who’re thinking
of sustainable options at a larger
scale. Since I started working with
new-age fabrics such as R-Elan,
we’re on the lookout for means to
experiment with new fabrics that are
beautiful, environment-friendly, and
sustainable. Our SS’19 collection in
collaboration with Tencel was a
successful emergence of that; we
wanted to create designs with
minimal impact on the environment.
Today, we work with sustainable
fabric companies like Lenzing across
all brands under the House of Anita
Dongre. Our efforts also transcend
into enabling local artisans. At our
Northeast Show at Lakme Fashion
Week, we showcased garments
made of Eri silk and handcrafted
fabrics that were woven by self-
employed artisans. We also workBusiness
Fashion
Anita Dongre is known for creating
sustainable and effortless luxury.
Priyanka Chakrabarti talks to
the designer about her creative
process and love affair
with Rajasthan.FASHION DESIGNER
Anita Dongre
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