Anita Dongre, it would seem, is well on her way to global domination. And rather than altering her brand’s Indian roots to suit an international audience, she’s using it as her most trusted ally. It’s a well-known fact that Dongre’s patrons are not just limited to Bollywood celebrities like Kareena Kapoor Khan, Jacqueline Fernandez and Alia Bhatt, but also include bigwigs like Kate Middleton and, most recently, Queen Mathilde of Belgium.
Anita Dongre is now expanding her international footprint with the opening of a sprawling flagship store at the heart of New York City. While she launched a store dedicated to Anita Dongre Grassroot in SoHo, Manhattan last year, this new space plans to not only retail the design house’s sustainable luxury brand, but also host the bridal couture, menswear and prêt lines. “I’ve always loved the multicultural vibe of New York and I’m excited to take Indian bridal couture to the city. Brides, grooms and their families no longer need to travel to India to visit my store. They can now enjoy the luxury of our bespoke services at this flagship store,” says Dongre.
The three-storey store in West Broadway is spread across 4,500sqft, and housed within a pre-war building that dates back to the 1900s, exuding an overall sense of discreet luxury the brand has come to be associated with. The lower level—featuring dark grey floors and traditional Indian tile-framed mirrors—shines the spotlight on menswear and Anita Dongre prêt, while the ground floor holds the sustainable Grassroot brand. This floor is replete with natural wooden floors, handwoven Chanderi and hand-spun cotton wall panels, along with a ceiling that has been installed with reels of fabric to complement the clothing.
The topmost level—spread across two floors—recreates the splendour of Rajasthan, and is reserved for bridal and ready-to-wear lines, along with fine jewellery. The Indian state and its royal heritage has, after all, been an enduring inspiration for Dongre. The use of white Udaipur marble inlays, custom-made block printed fabric walls, sandstone jallis, Rajasthani thikri work and bespoke handcrafted furniture promises to transport visitors to a charming old-world haveli, as they browse through the princess-worthy ensembles on display.
Anita Dongre, 473 West Broadway, New York. Tel: +1 (646)-490-5755
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