Anita Dongre, the internationally reputed luxury couture Indian brand, has launched their fall/winter 2024 bridal collection, “Raahi.” The line is a tribute to the modern Indian woman who values and celebrates her relationship with herself. Like most of the brand’s collections, this too focuses on shining the spotlight on the forgotten crafts. And once again, these traditional patterns are translated into modern silhouette.
Each ensemble showcases the beauty of timeless age-old crafts such as the designer’s favorite Gota Patti, Pichhwai, Badla, and Benarasi in contemporary silhouettes that fulfill the needs of the modern woman.
Rooted in the looms of Rajasthan, Raahi is an appeal to not only honor the craftspersons of our country but also celebrate the bride herself. The designer pays homage to the hand-painted artforms of Pichhwai, Badla, and Gota Patti indigenous to Rajasthan, Bandhani in brilliant hues from Gujarat, and the age-old weaves from Benaras.
Each piece has been intricately handcrafted with hours devoted to it for almost a year, sketches culminating in the final product. These techniques passed on through generations are reinterpreted in today’s light for the brand’s guiding muse, the modern bride, who cherishes the intersection of social sustainability and tradition, woven into a narrative befitting present-day sensibilities.
The creations are reinvented from classic attire like traditional cholis, Rajasthani kotis, aabhas, etc., expertly rendered for today’s bride in a palette of pastels, bridal reds, and the brand’s iconic shade of electric blue.
From sleek contemporary dresses, lehengas with pockets, to timeless saris, brides will have a diverse array of choices, ensuring they find their perfect style among the curated selections.
Ms. Dongre’s unbridled love for crafts and passion for supporting artisans permeate the heart and soul of this line. “This collection not only celebrates the unparalleled beauty of Indian craftsmanship but also champions the artisans whose skilled hands bring these timeless creations to life. Our cultural inheritance and legacy lie in these crafts, and it is our duty to preserve and promote them,” she shared.
The campaign film shot in Karauli Palace in Rajasthan, with a modern folk track, has been specially created to showcase the ‘fashion for good’ philosophy of the brand. Revealed on July 19, the collection is available both online and at Anita Dongre flagship stores across the country.
