Anita Dongre collaborates with diverse women for new campaign
Designer Anita Dongre collaborated with a group of women from an array of backgrounds to launch the campaign for her eponymous brand’s new occasion wear collection ‘Homage’.
Dongre’s latest collection launched with a campaign featuring five of the designer’s muses, women pioneering in creative industries and beyond, the brand announced in a press release on July 27. The campaign features Dongre’s signature opulent traditional wear worn by lawyer Serena Jethmalani, musician Tiana Taraporvala, scientist and skincare entrepreneur Sara Tendulkar, arts specialist Rhea Kuruvilla, and influencer Alaviaa Jaaferi.
“Homage is a true marriage of the old and the new in form and function, each of these intricately-detailed lehengas, tells a unique story of craft and culture,” said Dongre about the collection in a press release. “We worked with master artisans to recreate quintessential motifs in an array of crafts and colour, and shot with young women who are so deeply their own person. All of this against the beautiful backdrop of Six Senses Fort Barwara, a 14th-century fort sensitively restored through significant conservation efforts. The design of Six Senses Fort Barwara in Rajasthan reinterprets the gracious and regal ambience of a bygone era dating back 700 years.”
The collection celebrates heritage craft techniques including Bandhini and Benarasi with glittering lehengas in rich jewel tones. The model muses could customise their look, to highlight a service the brand offers, and musician Tiana Taraporvala chose to have “Believe in Miracles” embroidered on the waistband of her lehenga.
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