Launching her first flagship retailer in Hyderabad, designer Anita Dongre says the pandemic has made individuals have a good time elegant, timeless kinds
Digital is a realistic path to take in the course of the pandemic, even for luxurious labels. The style world had at all times believed that prêt may very well be bought on-line however couture, which necessitates a personalized method, is finest accomplished in individual. Now, even that phrase is exploring newer strategies; video consultations, as an example, to maintain the enterprise afloat. Nonetheless, with the next ‘Unlock’s and the festive-wedding season bringing cheer to the style and textile sector, designer Anita Dongre took the leap of religion and launched her first flagship retailer in Hyderabad lately, assured of patronage from town’s splurge-happy clientele with deep pockets.
The preliminary plan was to open in summertime and 50% of the work had been accomplished by mid-March. Resuming work in October, the shop opened in time for the festive and wedding ceremony season. Purchasers can go buy appointments, complying with COVID-19 security norms. As Anita places it, “Shopping for luxurious is a sensory expertise unmatched by the web regardless of our every effort to create a seamless extension.”
Designed by architect Shonan Purie Trehan of Labwerk, the three-story retailer unfolds over 4,000 sq. ft displays Anita’s fondness for Rajasthani artwork and structure. “This was a rundown construction and it’s been a pleasure to rework it into a house the place artwork, trend, and emotion dwell. The façade is impressed by the step-wells of Rajasthan, and the interiors are crammed with issues that encourage me daily — Pichhwai work with scenes from nature, stone, marble and vintage paintings,” explains Anita.
A 50-year-old classic ensemble worn by Pashtun girls within the area bordering Afghanistan greets guests at the entrance. The multi-colored beads, threads, and tassels narrate tales of embroidery traditions within the desert land. Anita emphasizes that celebration of workmanship has been the core of her work, be it couture for women and men, the sustainable prêt line Grassroot, or her jewelry line Pink Metropolis.
As weddings turned smaller and intimate, Anita launched her assortment ‘Love Track 2020’, which she phrases as an ode to the close-knit household celebrations throughout her childhood days. Launching this assortment in the course of the pandemic was sheer coincidence, she shares: “We conceptualized Love Track pre-lockdown, in a world that now feels so far-off. It’s been a related assortment.”
Dhaaga, the capsule assortment that’s hand-embroidered by the ladies of SEWA (Self Employed Women’s Association), and the designer’s signature ensembles with gota patti work additionally proceed to be related.
Although there was a dent in sale volumes throughout designer labels, Anita appears on the silver lining — of trend changing into private, and basic kinds being celebrated: “To be sincere, this has at all times been my aesthetic — fuss-free, elegant and timeless,” she says, taking delight in her ensembles standing the check of time.
When the pandemic set in, there was a rise in dialog about sustainable existence and shopping for handmade, handcrafted ensembles. Anita is keen to gauge how lengthy this method will final: “Defining who advantages from each rupee spent has come into the highlight. I hope extra individuals undertake this method with continued messaging to help native [crafts and artisans],” she says.
In June, Anita Dongre Basis educated artisans within the rural clusters of Charoti and Dhanaveri in Maharastra to fabricate masks for distribution in rural areas and to COVID-19 frontline employees. “I’ve at all times believed in utilizing design for good and trend to empower. My dedication to that fact has solely grown stronger on this hour of want,” she says.