Inter ‘Pret’ ing High Street Fashion with Anita Dongre

When we talk about fashion, we usually think ‘couture’. With brands like AND, Global Desi, AD Man, IInterPret and Timeless, Anita Dongre, has redefined High Street Fashion in India. One of India’s trendiest designers, Anita has rightly captured the fashion sentiment of the 21^st century generation.  In conversation with the Whistling Woods - Neeta Lulla School of Fashion, she shared what it takes to be a designer for couture versus pret.

Q. What in your opinion are the fundamental challenges in designing Haute Couture versus Pret-e-Porte?

Honestly, both require an equal amount of skill, creativity and design aesthetic. The only possible difference would be the time required to create a bespoke ensemble compared to pret.

Q. How has high street fashion in India evolved in the last decade?

In India, high street fashion has grown by leaps and bounds. With innumerable brands in the market, the competition is healthy and it drives each brand or designer to cater effectively to the changing style sensibilities of consumers. To me, it’s more high fashion than high street, since the styles, cut, colors are in sync with the trend and new styles hit the shelves more frequently than a decade ago. 

Q. What should an aspiring designer look for while creating clothes targeted to high street fashion?

Wear-ability, versatility and affordability are the keys to a high fashion label. With so many choices available to a consumer today, your designs should offer that “extra” bit; the Indian woman today seeks versatility in her ensembles and that too at guilt-free prices. Combine great styles, comfortable silhouettes and functionality- and you got yourself a winner! 

Q. Do you think a professional education is important to become a fashion designer? Why?

An in-depth professional course always helps hone your creative skills. The projects and assignments you are given help you prepare better for a career in fashion design. If you have the talent and the right attitude then there’s no stopping you when it comes to professional opportunities. So yes, an education is always helpful. 

Q. A piece of advice for young fashion enthusiasts and aspiring designers.

There is no substitute to hard work and commitment. You must have passion and dedication for this craft and a ‘never-say-die’ approach. Let your imagination run limitless and stay abreast of global trends and styles and imbibe as much as you can from the seniors in the industry.