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Anita was thrust towards the world
of fashion immediately after schooling. Although initially in University she
worked towards a Commerce degree, she simultaneously enrol led
into the prestigious Indian Fashion Design School S.N.D.T. and completed the
course with flying colours in 1983. Wanting to give back to her Alma Mater,
she began teaching at S.N.D.T. and continued to do so for 2 years.
Anita's urge for putting her design skills into practise got her into
establishing her Ethnic Indian wear studio and she began retailing under the
label Masque. Subsequently, she began supplying her designs to renowned
stores such as Sheetal in India, Damini in London and a host of stores in
cities like Vancouver, Singapore, and Dubai. She continues to supply her
Indian Ethnic Designs in these markets.
Anita then made a gradual transition and launched her western women's wear
label AND in mid-1999. Market sensitivity and a keen understanding of the
growing Indian woman's need for comfortable, stylish, branded and affordable
clothing was the primary factor in the positioning of the AND label. While
AND retails in Mumbai from India's premier mall, Crossroads and another
store located at Linking Road and at New Delhi from South Extn. I, plans for
turning AND into a national brand are on the anvil and she is focused on
this objective.
A couture design label has always been one of Anita's dreams. Having been
involved for over 15 years with the fashion world, she felt it apt to launch
her couture label ANITA DONGRE. The ANITA DONGRE label is a fitting
combination of the exemplary world of Indian creative crafts, clean cuts and
simplistic value. With Anita's positive understanding of an international
look, the ANITA DONGRE label was appropriately launched at an international
forum - IGEDO in August 2000.
Her garments made waves in Dusseldorf and also hit the front pages of
Germany's National newspapers and to date Anita has been the only Indian
Designer chosen to showcase her garments at the Finale of the IGEDO Spring
Summer Fashion Show.
Anita began retailing her couture collections from the Taj Khazana stores at
New Delhi, Kolkata and Chennai and has recently opened her ANITA DONGRE
couture and prêt store in Mumbai's upmarket OM Chambers, Kemps Corner.
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