Business Today

Couture Twist

Sustainable fashion and responsible shopping are the way to go
twitter-logo Ajita Shashidhar   New Delhi     Print Edition: October 8, 2017
Couture Twist
ANITA DONGRE Chief Creative Officer, House of Anita Dongre (Photo: Rachit Goswami)

Designer Anita Dongre has taken high fashion to far-flung corners of the country. Her brands, AND and Global Desi, are present in more than 50 cities. Her company, House Of Anita Dongre, set up as many as 100 stores in 2016 to take the total to 283. But more than that, it is her new mantra - sustainable fashion and responsible shopping - that may soon become the choice of eco-positive buyers. While AND is soon going to launch a recycled polyester collection, Global Desi has adopted two Maharashtra villages whose women are trained and employed at the brand's factory. "I am trying to take sustainability across all my brands," says Dongre.

Her most recent offering, Anita Dongre Grassroot, is a handcrafted western wear brand for which she has worked with craftspeople and weavers across the country. Dongre has also forayed into the US with this brand. Her first store is located in the luxury shopping district of Soho.

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