Anita Dongre Vegan Accessories Launch
Positioning, Campaign
Because we believe that design has a purpose
Anita Dongre always knew she wanted to found and run her own fashion house. Born and raised in Bombay, she spent her summers with family in Jaipur, which influenced her aesthetic and understanding of craft and artisanship. After she earned her degree in fashion design, Anita founded House of Anita Dongre in 1995 with two sewing machines, and the support of her family.
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Over the decades, her contemporary sensibility, deep understanding of the Indian customer and affinity for indigenous crafts have shaped the Anita Dongre aesthetic into a unique and much-loved one. Her designs are now synonymous with modern, global Indian chic, with a signature blend of lightness, practicality and femininity.
A vegan who is deeply committed to sustainability, animal welfare and women empowerment, Anita gives her time and energy to promoting awareness about the issues she believes in.
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How do we launch vegan accessories of one of the top fashion houses in the country, so that we get noticed not so much for the sake of it but for the real pur-pose, to do something good, to do something responsible?
Our campaign revolves around the ethical story behind the creation of the vegan leather bags and the positive impact it has on animals. The use of cruelty-free, plant-based materials not only reduces harm to animals but is also loved by them.
