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Anita Dongre's Grassroot store opens in New Delhi
Dec '17
Anita Dongre
Brand: Grassroot

Designer: Anita Dongre

Location: The Chanakya mall, New Delhi

Area: 1500 square feet

Product profile: The products showcase exquisite hand embroidery inspired by the biodiversity of rural India which are made by the village artisans. It consists of a wide range of tunics, bottoms, jackets and dresses. The fabrics are handwoven and the colours are atypical, bringing a warm cheer to the collection. For the fall-winter collection, the designer has experimented with stretch handloom textile which allows comfort and easy movement while giving the characteristic feel of handloom.

Store design | Interiors & VM | Fixtures: The decor is emphasised by elements in rose gold, cork and sustainable sourced wood. Every detail of this store is made from custom-made racks. The dreamy wall panels of handwoven chanderi and handspun cotton create an elegant look. A unique feature in the interiors is the ceiling that has reels running across with suspended installations of garments, allowing a three-dimensional view of the pieces.

About Grassroot: The brand designed by Anita Dongre is a sustainable luxury brand born to revive, sustain and empower crafts and artisans of India. It translates village art into design for the globetrotting women, and showcases the handcrafted traditions of India in contemporary tales.

Fibre2Fashion News Desk – India

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