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鈥淲omen鈥檚 wear today attributes 37.5 percent of the total apparel market size. Out of this, ethnic wear is one of the biggest categories in women鈥檚 apparel with a substantial share of 71 percent. The huge demand in ethnic wear is not only attributed to festivals but also to the rising trend of pairing traditional pieces with western wear 鈥?bringing the Indo-Western trend to both casual and formal wear. Moreover, the surge in demand has led entrepreneurs to invest in the Indian ethnic wear market. As young Indians embrace traditional wear, it transforms into fusion styles. It鈥檚 lovely that we as a brand can offer the best of both 鈥?heritage designs moulded into new-age silhouettes,鈥?says Anita Dongre, Chief Creative Officer, The House of Anita Dongre, which promotes brands, AND and Global Desi. OPEN URL :u158.cc
“For instance, if you are going for a run without wearing a sports bra you will feel the jiggle and it will make you feel conscious about how you might look, whereas if you are wearing a correct compression sports bra your breast will stay at its place, avoiding the jiggle, which will make you feel more comfortable while running resulting in improvement in performance,” she says. “So, people today are ready to spend on good Activewear for the value it provides.” OPEN URL :u158.cc
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She explains that it has also been her brands鈥?ideology since she started designing two decades ago. Right from the onset of her career, shehas believed that fashion should be accessible to all and it has been her vision to democratise fashion in India. OPEN URL :u158.cc
Meanwhile, Anita Dongre asserts that her brands have always been a reflection of the woman of today and what she seeks. Her idea was to take high fashion to the doorsteps of the common Indian woman, just like Giorgio Armani ensured his premium brand was made available across Europe and the US by opening large number of stores. AND was created to fill a void in affordable everyday western wear that otherwise had only global brands which were not available in India at the time. The garments lend comfort and confidence with international trends to help customers create their own personal style. Global Desi, on the other hand is predominantly India-inspired and delves deep into its rich heritage of colours, textures and prints to combine them to create international appeal. OPEN URL :u158.cc
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