Although the initial years of University were geared towards a Commerce degree, Anita Dongre
simultaneously enrolled into the prestigious Indian fashion design school S. N. D. T. and completed the course with flying colours in 1983.
She liberated women from the straitjacket of traditional tailoring and introduced them to the pleasures of casual chic and is not a woman given to flamboyant emotionalism. In this reflects, physically and by temperament, the clothes that she has so expertly tailored right to the last cut.
She feels that fashion is all about elegance, style, comfort and attitude. It need not be loud, it need not be outrageous, need not be changing drastically every season, but definitely attuned to the culture and the mood of individuals.
Anita designs clothes for both, bollywood celebrities and royalties. Some of her bollywood clientele includes Urmila Matondkar, Esha Kopikar, Sameera Reddy and the likes but it does not stop there. She is also a favorite among her international customers.
Now, Anita Dongre
has been a part of the fashion industry for the past 15 years, but shot into the limelight in 1999 when she decided to enter the branded market with her western wear prêt line for women. The AND label, consists of comfortable, stylish and affordable western wear priced to appeal to the working women.
Today Anita Dongre
has the unique distinction of designing and selling ensembles. AND, retails from one of India's premier mall Crossroads and linking Road and a Franchise in Bangalore. AND also retails from all Lifestyle and Pantaloon Stores and soon to be launched at select Shopper Stop outlets.
Subsequent to the popularity of AND, Anita launched a line of Fusion Wear under the label AND EAST. The brand consists of Indian Ethnic Wear with international contemporary Silhouettes. AND EAST is available at the AND stores at Linking Road and Bangalore. It also sells from Shoppers Stop, Lifestyle and Pantaloon Stores.
The couture label ‘Anita Dongre
’ was launched in August 2000 at the CPD Dusseldorf, garment fair in Germany. The ‘Anita Dongre
’ label sells from her store at Om Chambers, Kemps Corner and is a fitting combination of the exemplary world of Indian creative crafts with a line that is known for its clean cuts and simplistic value.
In 2001, Anita provided the casual wardrobe for all the Femina Miss India contestants and designed the pageant gown and the eveningwear wardrobe for Shamita Singha representing India at the Miss Earth Contest. She also designed formal wear for Kanwal Toor who represented India at the Miss International contest in 2001.
She has successfully designed and manufactured uniforms for leading national corporates including reputed companies like Lakme, BPL, Sunsilk, Calvin Klein, Sahara and Dhirubhai Ambani International School.