Anita Dongre’s Bridal Edit ’24 ushers in the season of couture, drawing inspiration from traditional crafts such as Bandhani, Ajrakh, Gota, and Pichhwai. Before we could fully appreciate the splendor of Dongre’s latest creations, we had the privilege of hearing her discuss her work with the non-profit organization SEWA.
In a fireside chat moderated by Varun Rana, Dongre introduced Reema (Ben) Nanavaty, Director at SEWA, highlighting the brand’s decade-long effort to uplift Gujarat’s craftswomen. The conversation shed light on how Dongre and SEWA collaborate to foster employment in Gujarat’s craft clusters by continuously innovating with new designs and collections. They discussed the positive impact on entire communities through the empowerment of women artisans and their commitment to providing steady income. Collections created in partnership with SEWA were showcased alongside Dongre’s new couture line at the Mehrauli boutique.
A Closer Look at Anita Dongre’s Latest Couture Collection:
Dongre’s new bridal collection is a homage to India’s rich cultural heritage, blending traditional craftsmanship with modern elegance. This collection marks a return to the core of Indian artisanal work, reflecting deep respect for the country’s textile traditions. Notably, it features Gotapati embroidery, a signature of Dongre’s bridal wear from over a decade ago. “When I launched my bridal brand, the Gotapati lehengas from Jaipur were a cornerstone of our first collection,” Dongre recalls. “This season, we’ve revived this traditional embroidery, infusing it with contemporary sensibilities.”
The collection also reinterprets the Pichwai craft, known for its detailed and expressive hand-painted designs. Dongre has incorporated this intricate craft into her bridal wear, celebrating its historical depth while aligning it with modern fashion standards. Pichwai paintings are prominently displayed at the Mehrauli boutique, offering a close-up view of her new collection.
Another innovation in this collection is the use of Bandhani fabric, typically seen in casual contexts, elevated with Gotapati and Zardozi embroidery to create stunning bridal attire. “Bandhani usually appears in more casual settings, but we’ve enhanced it with elaborate embroidery to make it wedding-worthy,” explains Dongre. “The process is labor-intensive, requiring months to complete, resulting in truly unique pieces.”
Dongre’s approach to fashion extends beyond aesthetics to include sustainability and artisan support. “Sustained employment is a key focus for us,” she notes. “I design with the needs of artisans in mind, ensuring they have continuous work. This collection is part of a cycle that supports these skilled craftsmen while celebrating their traditional techniques.” The collection will be released in two phases: the first featuring pure Indian wedding themes and the second incorporating global silhouettes with Indian embroidery. “Introducing new designs regularly ensures our artisans have ongoing work,” Dongre adds.
Through this collection, Anita Dongre not only revives cherished Indian crafts but also ensures their relevance in modern fashion. Her dedication to craftsmanship and sustainable practices highlights a broader vision of fashion that honors tradition while looking to the future.
