Anita Dongre’ men’s line unveiled

Monday, 21 May 2012

With the recently released Assocham report suggesting that Indian designer wear industry is likely to cross Rs 11,000 crores by 2020 at a compounded annual growth rate (CAGR) of about 40 per cent more and more designers are coming up with exclusive collections to cater to this growth segment. Joining the line is designer Anita Dongre who recently launched her first menswear line. After spending almost 20 years designing women’s collection she ventured into men’s line. With an eclectic mix of hand-painted silks of Jaipur, Ikats of Andhra Pradesh and chikankari of Lucknow, the USP of her brand is Indianness packaged in a contemporary way. Her menswear line will be a mix of ready-to-wear options such as traditional sherwanis, kurtas, jodhpuris, fluid cotton and linen shirts.

The collection is an expression of her interpretation of what men should wear. The range will have other uniquely distinctive features, like shirts with non-stitch collars and the finest Gutermann threads, which have been used in ‘22 stitches per inch’ - a rare technique employed by select Italian garment manufacturers. After launching her men’s like, the designer now wants to entirely focus on the upcoming bridal season and her bridal wear range retailed under the ‘Anita Dongre Timeless’ label.

Other female designers who have been catering to the men’s wear segment include Rajvi Mohan, Krishna Mehta, Ankita and Anjana Bhargav from the label ANKY, Sanchita Ajjampur and Nivedita Basu.

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