For Mumbai-based couturier Anita Dongre her first store at DLF Emporio not only gives her an opportunity to establish a foothold in the Capital but also to be accessible to her large clientele in the city, who hitherto had been seeking appointment and travelling all the way to Mumbai to get customised outfits of their fancy, budget and size.
“Through the first bridal store here I will be reaching out to my dedicated clients based in Delhi. This store also gives me a chance to attract first timers who are scouting for dresses like bridal lehengas which epitomise femininity. It gives me immense joy and satisfaction that the store is at Emporio which stands for luxury in the city.”
Interestingly, her first store, well stocked with bridal and prêt, was launched with great enthusiasm and panache by Bollywood actor Diya Mirza.
“I have designed lehenga choli and trousseau for Diya’s wedding in October. She will be wearing one of the outfits made by me and her groom is a Delhiite. She and actors in the film industry like Shabana Azmi, Raveena Tandon and Juhi Chawla wear my dresses for private functions.”
Based in the film city, Anita keeps getting offers for designing attires for movies from reputed filmmakers but she turns them down because she cannot “give three to six months of time” as she has to look after each of the nine stores she runs in the country.
Fond of excursions, the designer loves travelling across the country and visit famous forts and less familiar palaces which exemplify the country’s finest architectural splendour. And she manages to replicate intricate filigree of forts into her dresses.
“In Delhi I love the majestic Red Fort as well as the Humayun’s Tomb. I also like revisiting forts of Rajasthan and heritage structures down South. Earlier, some of my collections have derived inspiration from these treasure troves.”
In the city these days for the ongoing “Treasury of Trousseau”, Anita has been having meaningful interactions with prospective brides and suggesting embroidered outfits which go well with their countenance, complexion and physique.
“Like Mumbai women, ladies in Delhi are cosmopolitan and forward looking. They like to dress up well and are certainly not conservative when it comes to selecting garments. I must complement them for their gorgeous looks. I would love to get in touch with those who are unfamiliar with my speciality – the gota patti work.”
With Delhi often described as the rape capital of the country, does Anita think that she has a responsibility not to encourage women to dress up in provocative dresses?
Concurring with the fact that incidents of criminal assaults and eve teasing in the city are a cause for worry, Anita says, “It is absurd to think that women would dress up in provocative dresses for their workplace. They know that a cocktail dress would be appropriate at a bash thrown at a friend’s house. I think people have a sick mindset which needs to be changed. It is the fault of men who perpetrate crime on women.”
With the opening of the new store, Anita’s priority will have to change. She will now have to shuttle between Mumbai and Delhi on a regular basis as she would be competing with some of the best in the business of fashion like Tarun Tahiliani, Rohit Bal and Suneet Varma who have stores at DLF Emporio.
“Every month I will be coming to Delhi. I am not hunting for a house so far and am content staying in a hotel in the city.”
