Anita Dongre has been showcasing her couture and diffusion lines at fashion weeks for many years, but when Duchess of Cambridge Kate Middleton wore a georgette dress by her to Oval Maidan in Mumbai in April 2016, it made headlines across the globe. And now, the Mumbai-based designer is in news again, thanks to the launch of two flagship stores in SoHo, New York, making her the first Indian designer to do so.
Grassroot, Anita Dongre’s off-shoot label, which focusses on the craftsmanship of Indian weavers and sustainability, will have a store in Broome Street by end of June. For those aiming to cash in on wedding wear, the Anita Dongre couture store on Wooster Street will come up by mid-July. The aim is two tiered — to cater to Indian brides abroad and to also give a glimpse of Indian craft to the global audience.
“We have a lot of NRI brides who either have online access to the brand or they fly to India for wedding shopping. I believe brides must enjoy bespoke services, and we will be able to offer that experience. I’m also excited about showing Indian craftsmanship on a global platform through the Grassroot store. In bringing these crafts to New York, I get greater strength to provide employment to craft villages in India and showcase their relevance in fashion today,” says Dongre.
Read about Anita’s reaction to Kate Middleton wearing her design, here