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Published
Feb 10, 2022
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Anita Dongre sees pandemic reinforce commitment to bridal wear

Published
Feb 10, 2022

Designer Anita Dongre has doubled down on bridal wear, despite the challenges of the pandemic, and has adapted her signature designs to brides looking for more versatile pieces.

Bridal looks from Anita Dongre's latest collection - Anita Dongre- Facebook


In a bid to promote sustainable design, Dongre has launched her most versatile bridal wear line yet and is confident that bridal wear will continue to flourish as a product category. “I think the pandemic has reminded me what a joy the celebration of a wedding is,” Dongre told Elle India. 
 
“Through the last two years weddings have become more intimate and more thought through with everybody involved,” said Dongre.

“Even during the worst, couples would dress up in their bridal clothing and have pictures taken of their special moment surrounded by just their parents- the clothes mattered and symbolised a special union. Every wedding is hope for the future and joy in love- I think the pandemic only reinforced that for me and reminded me of why the work we do matters.”
 
Dongre recently released the spring/summer 2022 bridal and occasion wear collection ‘Paradise Found’ for her eponymous brand. The collection is inspired by the interconnectedness of nature and the brightly printed yet easy to wear lehengas show the designer’s current approach to bridal wear, pieces which are versatile and re-wearable and suitable for large or small scale events.  
 
“Brides these days are savvy- they know exactly what they want and they care about whom their purchases support,” said Dongre, whose brands are known for their sustainable approaches.

“I always suggest to pick clothes that you will love and re-wear. Pick ensembles that really put your personality out there and let you break up the pieces to fit into your life. Being able to re-wear your bridal pieces again and again instead of sitting in a box is a major sustainability move.”

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