Anita was thrust towards the world of fashion immediately
after schooling. Although initially in University
she worked towards a Commerce degree, she simultaneously
enrolled into the prestigious Indian Fashion Design
School S.N.D.T. and completed the course with flying
colours in 1983. Wanting to give back to her Alma
Mater, she began teaching at S.N.D.T. and continued
to do so for 2 years.
Anita's urge for putting her design skills into practise
got her into establishing her Ethnic Indian wear studio
and she began retailing under the label Masque. Subsequently,
she began supplying her designs to renowned stores
such as Sheetal in India, Damini in London and a host
of stores in cities like Vancouver, Singapore, and
Dubai. She continues to supply her Indian Ethnic Designs
in these markets.
Anita then made a gradual transition and launched
her western women's wear label AND in mid-1999. Market
sensitivity and a keen understanding of the growing
Indian woman's need for comfortable, stylish, branded
and affordable clothing was the primary factor in
the positioning of the AND label. While AND retails
in Mumbai from India's premier mall, Crossroads and
another store located at Linking Road and at New Delhi
from South Extn. I, plans for turning AND into a national
brand are on the anvil and she is focused on this
objective.
A couture design label has always been one of Anita's
dreams. Having been involved for over 15 years with
the fashion world, she felt it apt to launch her couture
label ANITA DONGRE. The ANITA DONGRE label is a fitting
combination of the exemplary world of Indian creative
crafts, clean cuts and simplistic value. With Anita's
positive understanding of an international look, the
ANITA DONGRE label was appropriately launched at an
international forum - IGEDO in August 2000.
Her garments made waves in Dusseldorf and also hit
the front pages of Germany's National newspapers and
to date Anita has been the only Indian Designer chosen
to showcase her garments at the Finale of the IGEDO
Spring Summer Fashion Show.
Anita began retailing her couture collections from
the Taj Khazana stores at New Delhi, Kolkata and Chennai
and has recently opened her ANITA DONGRE couture and
prêt store in Mumbai's upmarket OM Chambers, Kemps
Corner.
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