Anita Dongre’s Grassroots Opens Now In NewYork

Anita Dongre,  a fashion icon of Indian Fashion industry has recently launched her label Grassroots at New York. The launch was co-hosted by her dear friend Fern Mallis.  The occasion was graced by many personalities to name few were Kelly Rutherford, Courtney Sharma, Monica Dogra, Bibhu Mohapatra, Babi Ahluwalia, Suhel Seth, Diva Dhawan, Rasika Navare, Maria Che, Elizabeth Zayas, Megan Brody and Ashika Pratt.

Grassroot is located at 473, West Broadway,  a pre-war building dating back to the 1900s, in the heart of New York’s. The store occupies three storeys and spread over 4,500 square feet area. The lower level is dedicated to menswear as well Anita Dongre pret and features dark grey floors and traditional Indian tile-framed mirrors. The ground level is dedicated to Grassroot, and features natural wood floors and fixtures with brass hardware. The top most level is dedicated to her bridal, ready-to-wear and fine jewelry collections.

The interiors of each section are carefully curated creating a holistic experience in rose gold, cork and sustainable sourced wood. Every detail is special in this section, from custom-made racks that give a nod to the humble shuttle which is used to hand weave fabric and dreamy wall panels of handwoven chanderi and handspun cotton that narrate the journey of the brand. A unique feature in the new interiors is the ceiling that has reels running across with suspended installations of garments, allowing a three-dimensional view of the pieces.

I’ve always loved the multicultural vibe of New York City and I’m extremely excited to take Indian Bridal couture to New York. Earlier brides had to travel to India, in order to visit my store. Now, with the launch of the store; the bride, groom and their family can enjoy the luxury and experience with bespoke services at the flagship Anita Dongre store in New York. I also feel a sense of pride in taking Indian fashion to the city of dreams – New York.” says Anita Dogra