Every step in the favour of our environment comes with the collective responsibility to rethink our ways. Hello everyone, Welcome to my new blog. Today, I am going to share something interesting which we already know about this famous fashion designer. She is the very first female fashion designer who has recognized world wide with best sustainable practices which is none other than Ms. Anita Dongre. She is best known for Bridal Wear, Kurta Sets, Kaftans, Lehengas, Sarees, Gowns, Sherwanis, Shoes, Jewellery, etc.
Many of us know her as a fashion designer but we have no idea what made her famous by using her innovative practices. Let us see her insights of her journey as a fashion designer and her lifestyles.
Founded in 1995 by Anita Dongre, Meena Sehra and Mukesh Sawlani, House of Anita Dongre Limited is one of India’s leading fashion houses today. The company owns and operates three brands with extremely distinct identities. AND Design with its line of chic, contemporary western-wear for women, Global Desi – a young, free-spirited, vibrant line of boho-chic ensembles and the Anita Dongre label offering breathtaking, curated looks in bridal, couture, pret, menswear and handcrafted jadau jewelry (Pink city). Recently, HOAD launched a beautiful new label, Anita Dongre Grassroot, which seeks to revive the heirloom craft traditions of India and fashion them into contemporary tales. With its motto of ‘revive-empower-sustain’, this is a tribute to the hands of history.
From an early age, Anita Dongre knew she wanted to helm her own fashion house. Having spent her summer holidays growing up in Jaipur, and later armed with a degree in Fashion Design, Anita’s influences were apparent right from her first collection. Her signature style showed an affinity for indigenous craft tradition, coupled with a modern aesthetic that soon made Anita Dongre one of India’s leading fashion designers.
Choosing Consciousness
Guided by a carefully cultivated vision that sees sustainability as a tool of empowerment, Anita Dongre has set forth several initiatives that benefit rural women and local artisans while reviving and sustaining Indian handcrafted traditions.
This opens up the opportunities within the comfort of their hometown will not only help cushion financial hardships, keep families together, but also give women a seat at the decision-making table within their homes and communities & an impoverished economic system with women often the ones picking up the pieces of having to take care of the children and the elderly.
Sustainable Corporate Headquarters
The brand’s design & corporate headquarters in Navi Mumbai is an eco-conscious building, constructed to conserve energy and reduce their carbon footprint. They recycle 67% of waste water generated for other uses, 90% of our Exclusive Brand Outlets now equipped with energy saving LED lamps. Segregation of wet & dry waste, Setting up of organic terrace garden with use of reclaim wood and 100% of our Electronic Waste (E-Waste) is recycled & disposed off in an environment-friendly manner.
Sustainable Fabrics
House of Anita Dongre were consciously sourcing from companies manufacturing fabrics that are biodegradable and come from renewable resources such as Bemberg (Sustainable regenerated cellulose fiber cupro), Better Cotton Initiative - BCI (A global not-for-profit organization and the largest cotton sustainability program) and Tencel (Renewable raw material wood created by the natural process of photosynthesis). These fabrics were manufactured using environmentally responsible processes, are biodegradable, compostable and can fully revert back to nature.
Recycled Plastics & Upcycled Textiles
House of Anita Dongre is the first major fashion house in India to put into motion a comprehensive plastic waste management program through its partnership with Lucro Plastecycle Private Limited. Through Lucro’s innovative interventions in traditional supply-chain processes, House of Anita Dongre has made a meaningful and quantifiable impact in its use and consumption of plastic. Dedicated to managing waste effectively, they recycle 500 kgs of plastic waste and upcycle 2000 kgs of textile waste every month among other eco-initiatives.
These women help upcycle the fabric waste generated in the clothing manufacturing process into godharis, carry bags and reusable masks which later go towards the aid of people and animals in need and as items to be sold in local markets.
Anita Dongre x Paperless Post
Anita Dongre in collaboration with Paperless Post has launched a curated collection of E-invites suited for wedding announcements featuring some of her iconic signature designs. An initiative to encourage people to make the switch from paper-based invitations to an environmentally- conscious and timelessly vibrant choice.
Being Vegan and Love for Animals
Being a vegan and an animal lover, Anita Dongre wanted her brand to reflect the same ideals that has come to shape her life. Which is why brand Anita Dongre has been fur-free and leather-free right from the start and will continue to be so in the future. Ever since Anita moved to her new headquarters in 2015, she served only vegetarian food to her employees and guests, though she did not enforce any dietary restrictions on anyone.
Thus " Fashion is not just about what's next but also what's good. To the maker, To the wearer and To the planet" - Anita Dongre. Let us make change for the better future for our environment and the future of fashion industry. Do check out her Instagram and LinkedIn Page to know more about her collections and client's stories.
Instagram : https://www.instagram.com/anitadongre/
Bibliography:
About Anita (2021). Available at: https://www.anitadongre.com/about-anita (Accessed: 3 October 2021).
sustainability (2021). Available at: https://www.anitadongre.com/sustainability (Accessed: 3 October 2021).
Designer Wedding Couture for Men & Women by Top Indian Fashion designer - Anita Dongre (2021). Available at: https://www.anitadongre.com/ (Accessed: 3 October 2021).
Anita Dongre• Instagram (2021). Available at: https://www.instagram.com/anitadongre/ (Accessed: 3 October 2021).
Lakme Fashion Week• Instagram (2021). Available at: https://www.instagram.com/p/CPvYAokKjdT/ (Accessed: 3 October 2021).
LinkedIn. 2021. House of Anita Dongre. [online] Available at: <https://www.linkedin.com/company/and-designs-india/> [Accessed 3 October 2021].
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