Anita Dongre, one of the most successful fashion designers on the Indian fashion scene, has opened the first standalone store for her sustainable fashion brand ‘Grassroot’ in New Delhi at The Chanakya.
The store officially opened its doors last week with an event hosted by the designer and Nadir Patel, High Commissioner for Canada to India, along with several industry veterans in the 1,500 square feet stop space at the recently reopened luxury shopping mall in central Delhi.
The designer has opened the store with a capsule collection for the ongoing Fall/Winter 2017 season featuring clean silhouettes with hand embroidery in rural Indian motifs.
The assortment is designed in a cheerful colour palette that ranges far and wide between burgundy, deeps reds and blue to dashes of marigold yellow and basil green.
Dongre has also toyed around with stretch handloom textiles for this line, which means that the lavish looking handloom garments will also be comfortable and facilitate mobility.
The store is designed keeping in mind the brand’s main ethos, ‘revive, sustain & empower’ and looks incredibly similar to her New York City flagship. The décor takes an earthy, minimal approach with rose gold racks that are inspired by the handloom shuttle and ethically sourced wooden fixtures.
As an extension of Dongre’s visual storytelling for the organic label, panels of handwoven chanderi and hand spun cotton bedeck the store walls reciting the journey of how a Grassroot product is made.