Anita Dongre opens first boutique
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As sustainable fashion has become a big conversation right now, Anita Dongre has decided to take advantage of the commotion and open her first boutique Grassroot in SoHo.
For those who like to see fashion and social justice come together, Dongre collaborates with independent craftspeople that use centuries-old techniques, empowering them with fair wages and pride, reversing the effects of labor migration, and creating a profound impact on their lives.
She already has a huge following of celebrities and influencers, ranging from Bollywood stars Sonam Kapoor and Priyanka Chopra, to Duchess Kate Middleton, who wore her designs on her royal tour of India and Bhutan in 2016. Each garment in the Grassroot collection is weaved, block-printed or hand-embroidered.
"Grassroot is the embodiment of my core passion — to design clothes that are beautiful and hold a purpose," Dongre said. "My heart lies with artisans in villages who are the custodians of ancient crafts and my goal is to create design that sustains the crafts, does good for them and the planet."
Her aim is to reach the female customer who is self-aware and cognizant the effects of her choices on herself, the people around her and the planet she lives on. The Grassroot woman embraces social progress and eco-friendly fashion with an unfaltering hand on the sustainable traditions of the past.