Anita Dongre launches flagship store at Elgin Road, Kolkata
By Dipanjan Mukherjee | Vjmedia Works | September 26, 2014
The 1,900 sq. ft store is a metaphor for contemporary elegance, aptly combining heritage with a modern sophisticated intricacy of style and design
The 1,900 sq. ft store is a metaphor for contemporary elegance, aptly combining heritage with a modern sophisticated intricacy of style and design. With Rajasthan being a source of inspiration for Anita's eponymous label Anita Dongre, the store too reflects the spirit and charm of Jaipur's much distinguished and splendid architecture, and vibrant colours. Tranquil grey block printed panels and an abundance of rich shades of blue pottery, contrast with the quiet charm of geometric, deep yellow chequered floor. Replete with jharoka style windows and arches, the store is truly eloquent, capturing the essence of sophisticated glamour.
Speaking on the occasion, designer Anita Dongre said, "At Anita Dongre we strive to deliver the promise of'refined luxury' where each creation bears the stamp of supreme craftsmanship, innovative design, and a blend of Indian aesthetics with modern flair. We are happy to bring the Anita Dongre design philosophy to Kolkata, and look forward to a long association with our discerning consumers, in this beautiful cityâ€
The store, offers an eclectic collection, of the Anita Dongre Winter Festive 2014 "India Modernâ€ collection of bridal, couture and pret creations- a befitting blend of contemporary silhouettes, matched with an Indian essence. The modern day bride can indulge herself with elegant, yet lightweight lehengas, sarees and gowns from the Anita Dongre bridal and couture line, each creation adorned with subtle detailing and layering, juxtaposed with intricate gota patti, dori, and zardozi, hand embroidery on rich fabrics. The colour palette ranges from soft pastel hues of flesh, beige and off whites, to striking jewel tones of corals, raani pinks, reds and peacock blues, adding a touch of old world luxury.
Anita Dongre Menswear, appeals to the modern style sophisticate, with clean and classic lines, impeccable fits and finish, in a range of bandhgalas, sherwanis, kurtas, raw silk bandis, and Jodhpuri pants and dhotis.