Contemporary with a touch of tradition — signature Anita Dongre. Her collection ‘Homage’ that celebrates every woman’s unique personality, with customisation thrown in, has handpainted Pichwai, gota patti, handwoven Benarasi and bandhani in colours like greens, pinks, reds, purples, creams and blues. Anita tells us the tale behind the collection and about her favourite women.
The collection looks lovely. Tell us how you arrived at the name.
This collection is a celebration of my core philosophy — a knowledge that every garment is honoured by its wearer. I was inspired by traditional art and architecture, and created for a muse who defies the pressure to either conform to or break free of societal expectations. In choosing a name, I wanted something that would be an ode to a rich architectural history that is at once shape-shifting and inclusive while at the same time honouring the wearer — ‘Homage’ felt perfect.
How did you decide upon the cast for the campaign shoot?
I wanted this collection to be modelled by women whose personality and personal promise is larger than garments, women intent on forging their own path despite the world’s expectations. Each person in the cast brings their passion and personality to the garment they are wearing. Serena Jethmalani is a young lawyer whose passion lies in the intersection of law and human rights; Tiana Taraporvala uses music as a medium to make people feel an emotional catharsis through stories; Sara Tendulkar is passionate about research in the biosciences; Rhea Kuruvilla works in the art industry advocating for female-identifying South Asian artists, curators and critics; Alaviaa Jaaferi is reinventing the lens through which fashion is seen. These are young women whose purpose inspires me!
How was it shooting with such an eclectic mix?
I thoroughly enjoy meeting people whether it is at my stores, on the street or at a shoot. I want to know everything about them and so this shoot with such different people was a joy! We also shot at the breathtaking Six Senses Fort Barwara in Rajasthan, so having these conversations surrounded by 14th century architecture that is so thoughtfully restored allowed us to truly speak from the heart.
Anita Dongre
Are all the pieces one-off?
Each piece is a story of craft and bespoke services, which include customisation; the point of this is to make each garment personalised. A special colour, a word or piece of text of shared meaning, or any element that personalises a piece to its wearer, has been added to the special occasion each lehnga is chosen for. Adding a bride’s personal story to a signature design gives each piece a place in time. In Homage the old and new step into the sun together, hand in hand.
You have been your own woman for so many years. If you had to design a piece for yourself, what would you design?
Years ago, I designed a “uniform” for myself, a comfortable kala cotton set of tunic and trousers with lots of pockets. This is my default outfit — sustainable, comfortable, timeless.
How are more women choosing to live their life?
Women are choosing to live life on their own terms and so it’s difficult to pigeonhole half the world’s population into a box.
What would you tell those who are still bothered by society?
Realistically, we live in society and are biologically wired to seek societal acceptance. The one phrase I go back to however is that nobody thinks about you as much as you think they think about you — so you might as well do what makes you happy and gives you joy.
What was the greatest game-changer for you?
Financial independence is a global game-changer — this is true for women in villages as much as it is for women of privileged socio-economic status. Seek financial independence and work at keeping it that way.
When you design for a bride today, what do you keep in mind?
I always encourage brides to make sure their personality shines through, have some fun with mixing and matching pieces. I make sure to include pockets, fun colours and light fabrics when designing timeless pieces for the modern bride.
Your favourite women would be...
The women I was raised with — my sisters. They are fierce but kind and my constant cheerleaders and truth-tellers.