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Monday, Sep 23, 2019

Fashion turns to crowdsourcing

Anita Dongre hunts for accessory designer to join her label, winner will get to create new collection, reports Rochelle Pinto.

fashion-and-trends Updated: Apr 15, 2012 13:46 IST
Rochelle Pinto
Rochelle Pinto
Hindustan Times

Now, you don’t have to have a degree in design or a godfather in the industry to score a break in the fashion world. Designer Anita Dongre, founder of labels like AND, Grassroots and Global Desi, is on the lookout for an accessory designer, and is throwing open the challenge to anybody who’s interested. “Since I’m a vegetarian, I don’t use leather to make my line of bags and accessories. So it becomes challenging to expand the range for all my labels,” says Dongre, adding, “I’m looking for someone talented, preferably from Italy, because I think the Italians are really the best in the world when it comes to understanding accessory design.”

To fill the position, Dongre has turned to online talent sourcing platform, Talenthouse India, for what they call ‘fashion crowdsourcing’. The website hosts various competitions in genres like fashion, graphic design, script-writing and even modelling, which are open to a global community of creative artistes, who compete for the ultimate prize.

“They told me that they had run a similar competition for Rocky S’s bag label. So I thought it would be interesting to use this platform. I will personally select the winner, who will then create a collection in collaboration with me,” reveals Dongre.

According to Arun Mehra, CEO of Talenthouse, designers can get their friends to vote for their artwork, which will better their chances of winning this opportunity. “Once you register with the website and submit your design, your Facebook page will automatically be integrated onto the platform. So your friends will be able to see the competition and vote for you. Anita will be the one to select the winner from the top 20, based on the number of votes the designs have received,” he says. If you are wondering what the catch is, Mehra adds that the applicants should be comfortable with putting their creations on a pubic platform, where there are limited ways of protecting the copyright.

First Published: Apr 15, 2012 13:44 IST