Chat blurb Designer Anita Dongre is excited about setting up shop in Mauritius
She is so much in love with her job that she hasn’t taken a holiday in two years! Having been in the Indian fashion circuit for 20 years now, queen of pret, Anita Dongre has created waves with very unique brands under her umbrella, And Designs India Ltd.
From prêt to couture, traditional to contemporary, classic to avant-garde and desi to global, Anita Dongre's creations bear her unique imprint. Her signature labels include Anita Dongre Timeless, Iinterpre’t, Anita Dongre Menswear, AND and Global Desi. With Global Desi, which she set up in 2007, she has now gone international, and launched her newest store in Mauritius.
In a telephonic interaction, the designer says: “I had been getting emails with requests to launch a store in different parts of the world. But this clicked. The store is located in a new mall and things look promising.”
Global Desi is inspired by India’s vast and vibrant heritage of colours, textures and prints juxtaposed with western cuts, resulting in a collection that has an international appeal. From print on print jumpsuits, graphic print skirts, and dresses to colourful tunics and maxis, the Mauritius store has got everything the brand stands for.”
Despite creating so many brands, Anita says: “I have the most fun designing Global Desi. India inspired colourful boho chic; it’s an easy and happy line. And customers around the globe have taken to these creations.” According to her, “Global Desi celebrates the modern woman and her zest for creativity. Across my different brands, I design beautiful clothes that make a woman look and feel happy in.”
Speaking of where she draws inspiration from, she opines: “India is such a diverse country. There are so many different cultures and lifestyles so I never lack inspiration for any of my brands, particularly Global Desi.”
Anita has started Grassroot, a fashion movement that encourages the use of textiles that employ eco-friendly techniques. She says, “It is a movement that revives the artisan culture. Grassroot is very dear to my heart as with this project I work with artisans who handcraft beautiful and environmentally conscious designs. From chikankari work to vegetable printing from Bhuj and block printing for Jaipur, production of Grassroot designs is limited and it feels good to do something that doesn’t employ digital or machine made techniques.” All garments from her line that are hand-woven using environment friendly techniques and traditional crafts have the Grassroot stamp on them.
The recently-launched Mauritius store is her 49th Global Desi standalone store and looking ahead, the designer plans to open 12 more outlets in the country by the end of the year. In the meanwhile, she is also busy working on her Spring Summer 2014 collections for her various eclectic brands.