In her over decade-long career Anita Dongre has always made buyers' friendly clothes and the fashion designer says couturiers have finally realised the importance of consumers being prime focus of the ramp.
Dongre, who will bring the curtains down at the upcoming Lakme Fashion Week Summer Resort 2017, says buyers have always been her priority and seeing the young designers taking the trend forward makes her happy.
"One can be highly creative and completely wearable. For me, fashion is creative wearable art.
"In 90s, designers at times used to put unusual clothes to awe people. Today the digital revolution has changed everything. Every young designer is creating wearable fashion. 'See now buy now' is the latest trend.
"The designers have realised that ramp is a huge marketing platform. The ramp has become consumer focused. For me ramp was always a place where I can show my beautiful clothes. And to see now people realising the same it feels good," Dongre told PTI.
The designer, who made it to Google's 'most searched fashion designers' list after Duchess of Cambridge Kate Middleton wore her creation during the India visit, is glad with the way handloom is being promoted right now by the fashion industry.
"I have always used Indian craftsmanship and textiles in my collection. The handlooms have suddenly become the 'in' thing. Using Indian handloom is a growing trend. Ministry of textile is also doing so much to promote the handloom. People are realising the value of handloom and patronising," she said.
For her finale collection, Dongre has used handcrafted embroidery, a portion of which has been done in Jaipur. She has also involved her signature gota-patti work and combined it with new detailing.
The collection is inspired liquid gold/argan oil and Dongre has stuck to her favourite state Rajasthan once again.
"My line is inspired by foliage of Rajasthan. My grandparents are from Rajasthan. My whole family is from there. Rajasthan just inspires me for everything I do. Everything from the state is handcrafted. Right from the palaces to the clothes everything has its own flavour. The amount of craft we see in Rajasthan we don't see it in anywhere.
"There are still so many corners in Rajasthan that I need to explore. I am still exploring and I think the whole lifetime will not be enough. The region throws at us so many design possibilities," the designer said about her fascination with the state.
Dongre said it is extremely satisfying to see Indian designers doing so well at the global platform.
"It is high time Indian designers are recognized globally. We have all reached the level of efficiency and competing with global design houses. And it is good that Indian designers are finally making their mark on international platform."
Lakme Fashion Week Summer/Resort 2017 edition will take place from February 1 to 5 here.
Disclaimer: No Business Standard Journalist was involved in creation of this content
