Anita Dongre launches ‘Raahi’, her latest Bridal Collection
Fashion designer Anita Dongre, of the global luxury couture brand, proudly announces the launch of their FW’24 Bridal collection “Raahi.”
This collection is a homage to the self-assured modern Indian woman who celebrates her relÀationship with herself. In keeping with the spirit of today’s woman, who values comfort and ease as much as craftsmanship, the collection showcases the timeless artistry of Gota Patti, Pichhwai, Badla, and Benarasi in silhouettes that prioritize lightness and ease.
Anita’s love for crafts and commitment to supporting indigenous artisans are at the heart of this collection. She says, “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.”
Rooted in the soul of Rajasthan, Raahi invites brides to explore outfits that not only celebrate the master artisans of India but also celebrate the bride herself. Subtly handcrafted lehengas with pockets—an innovation pioneered by Anita Dongre—allow her to dance at her own wedding, balancing fashion with comfort and functionality. The collection celebrates the hand-painted art of Pichhwai, Badla, and Gota Patti from Rajasthan, the vibrant Bandhani from Gujarat, and the age-old weaves from Benaras in a language that has global appeal. The campaign film, shot in Karauli Palace in Rajasthan, extends this philosophy with a modern folk track specially created to depict the heritage-meets-contemporary ethos of the brand.
Each piece in the collection, meticulously handcrafted, is a labor of love that begins almost a year in advance, from initial sketches to final execution. These generational techniques are reimagined in a contemporary signature, synonymous with the brand’s muse—a modern bride who embraces tradition and weaves it with her modern aesthetic. These timeless crafts, carried as a legacy across generations, are crafted with meticulous attention to detail, embodying the principles of slow fashion.
Unveiled on the 19th of July, the collection is available both online and offline at Anita Dongre flagship stores across India. Featuring a mix of handcrafted lehengas, contemporary dresses, kurta sets, sharara sets, saris, and suit sets, each piece is designed for the relaxed, effortlessly elegant, purpose-driven bride. The collection draws inspiration from classic attires like traditional cholis, Rajasthani kotis, and aabhas, reimagined for today’s bride in a palette of pastels, bridal reds, and the brand’s iconic shade of electric blue.
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