India Couture Week 2016 kicks off in New Delhi today. You are debuting your couture line at ICW 2016 this year. Have you been doing couture all along in your career, as you are largely known for pret lines under various labels?
It is our debut at the India Couture Week this year. I started couture five years ago. I believe fashion should be affordable. Everybody deserves to own a label and our pret brands are doing just that. We are very excited to unveil the bridal couture collection in the capital at such a prestigious event on the fashion calendar. The Epic Love collection is inspired by Mughal gardens and architecture. Our muse, a young gypsy princess is free-spirited, yet embraces tradition in her own special way, much like young brides today who enjoy what they wear rather than being weighed down by it. Traditional silhouettes like the lehenga choli and saree are reinvented in contemporary and individualistic styling. We are exhibiting 55 pieces from our Epic Love line. Anita Dongre
Whose show are you most looking forward to, apart from your own?
India Couture Week showcases the most selective and the best talent that the fashion industry has to offer. ICW is the event that dictates the bridal couture trends for the season. It is exciting to see every designer’s work because each one has put together his or her best creations of the season.
What is the most challenging aspect of doing a couture show, aside from all the other preparations?
There is a lot of work that goes into putting a collection together for the ramp. The whole team works together on this. We have hundreds of people who are working very hard on the collection and the event. Coordinating with so many people is challenging, but it is all worth it in the end. For me, every show we do is exciting.
You are one of the most successful and popular designers in India, fiscally even more. How are you feeling right before your first couture show?
For me, every show we do is exciting.
Do you think the blurred lines between “couture” and “bridal” are becoming clearer over the years in India?
I think in India, couture means bridal. Weddings are when people look towards buying couture labels.
What has kept you busier – the production of the Kate Middleton Gulrukh dress or the couture line you are showing at ICW?
I know we have sold about a hundred pieces of the Gulrukh tunic dress after the Duchess of Cambridge wore it, and orders on that are still pouring in. I am in charge of the design process; my production team takes over from there. I am always busy with creating the next line, which is the bridal couture line of 2016 – Epic Love.
Duchess of Cambridge, Kate Middleton in Anita Dongre’s Gulrukh dress on her first trip to Mumbai, India | Getty Images
How much of a difference has the Duchess wearing one of your designs made to the Anita Dongre brand globally?
Of course, it is a matter of immense pride that I am the only designer who dressed the Duchess on her maiden visit to India. It was a wonderful experience for me personally; and the label made headlines across the world.
Anita Dongre’s show is at 8.30pm on Thursday, July 21st, 2016 at the Taj Palace Hotel in New Delhi, India.
This feature first appeared in Gulf News on 20 July, 2016