By MWB Desk
Grassroots by Anita Dongre’s newest collection is a love letter to Jaipur
The renewed focus on climate change and increased demand for conscious fashion has made “sustainability” a buzzword in the apparel industry. While any brand or designer looking to stay in the game has talked the talk, Anita Dongre has definitely been one to walk the walk.
A designer of many firsts – the first Indian designer to dress Catherine, the Duchess of Cambridge, the first owner of a company with a centralized production hub housed in a campus built along environment-conscious design, and the first Indian designer to join the Sustainable Apparel Coalition, she has actively made strides to maintain a label that puts people and the environment first.
Grassroots by Anita Dongre is her slow fashion label that deviates from the seasonal trends and releases its collections based on the availability of the talent, prioritizing careful craft, longevity, and patience. The brand works with the Self Employed Women’s Association to help women work and earn without requiring migration from village to cities. It provides employment and self-reliance to women that handcraft and pour their heart into every piece that adores Grassroot stores’ racks.
The newest collection from this label draws inspiration from the architecture of Jaipur. As stated in its press notes, “Inspired by the tales of Jaipur and expressed in exquisite, block-printed Dabu, it seeks to take us back to who we truly are. Every piece is a homage to the essence of our stories and our roots.” As with its other collections, Grassroots relies on ethically sourced natural materials for its collection.