With Calcutta feeing like a boiling cauldron at the moment with not even a sliver of a respite in sight, just feasting your eyes on Anita Dongre’s soothing ‘Azure’ is like a balm. Idyllic and replete with aqua hues. t2 chatted with Anita, chairwoman, founder and chief creative officer, House of Anita Dongre, and, Yash Dongre, head of international operations and e-commerce, House of Anita Dongre, on the serene range and their line of vegan accessories.
Azure looks tranquil and it has been shot so beautifully. Where did you shoot this?
We shot the campaign on a picturesque island in Thailand. The azure waters and breathtaking oceanscape were exactly what I had envisioned while designing the collection.
Tell us about the experience of working with Bemberg™...
We have been working with Bemberg for a while now and have always appreciated their commitment to quality and sustainability. We were excited to create when they came to us with their marine-biodegradable yarn. Together, we were able to experiment with various textures, colours, and finishes, knowing that each piece would not only look beautiful but also carry a story of responsible sourcing and production. They provided us with insights, technical assistance, and guidance every step of the way, ensuring that our designs were brought to life seamlessly. We look forward to continuing our partnership with Bemberg™ and exploring new possibilities in design and sustainability together.
What are the must-haves from the range?
There is something for everyone, the collection has been curated to cater to every individual’s taste and style. There are fluid dresses, flowing skirts, effortlessly draped saris and embroidered gowns. Drawing inspiration from the boundless depths of the ocean, the designs encapsulate the ethereal allure of the sea, weaving a narrative of tranquillity and introspection into every stitch.
Sustainability has been a part of Anita Dongre for years. How do you think the brand has grown along with its sustainable practices?
The consistent strive to be mindful of our creations has always been our guiding principle. The brand is a natural extension and embodiment of our core beliefs and values. We’re continuously evolving our approach to design and production, integrating sustainable materials and ethical practices into every aspect of our business. From sourcing organic fabrics to implementing eco-friendly manufacturing processes, we’ve made conscious choices to minimise our environmental footprint while maximising our positive impact on local communities. Along the way, we have found our tribe, our consumers are purpose-driven and are seeking brands that align with their values, hence fostering a community of like-minded individuals who share our hope and efforts for a kinder world and a better future.
You have also launched a line of vegan accessories...
Our latest line of vegan accessories is 100 per cent cruelty-free. We have continued to work with Mirum — a material that is responsibly made, loved by nature and is the world’s first plastic-free alternative to leather. We have also added a line of Pichhwai bags hand-painted by our master artisans in Rajasthan. It is an ode to the 400-year-old legacy of Pichhwai paintings that depict the harmonious coexistence of migrant birds, resplendent beings, and lush tropics. We work with artisan clusters across the country and strive to showcase our exquisite crafts. In the latest capsule, we have also used our signature gotapatti embroidery as well as metal-engraved artwork.
Anita, what is your favourite part of your job?
I’m happiest in the workshop, designing, ideating and creating with my team. Another cherished aspect of my role is the ability to collaborate with incredibly talented artisans and craftsmen, whose dedication and expertise bring our creative vision to life. Seeing the impact we have on entire communities just by economically empowering the women artisans is a gratifying experience. It is a privilege and a joy to do what I love every day, and I am grateful for the opportunity to share my passion for fashion with the world all while hopefully having a positive impact in the lives of the makers and the wearers.
What are the plans for the brand?
To continue finding ways to empower our artisan communities, sustain our craft legacy and offer a conscious Indian luxury experience to our customers, globally.