A New Framehttps://indianexpress.com/article/cities/delhi/a-new-frame-2/

A New Frame

Designer Anita Dongre has teamed up with filmmaker Onir for her latest fashion film

When Anita Dongre got celebrity photographer Colston Julian to make a short film showcasing her couture offering last year,she was among the first designers in the country to capitalise on the power and the reach of the medium. Her fashion film — that showcased her collection “Jaipur Bride” — was very well received,so much so that it prompted her to do an encore. “After the resounding success of last year’s fashion film,I wanted to keep up the pace with another film,” explains Dongre.

Interestingly then,not only has she chosen to work again with the medium,but she has also roped in filmmaker Onir to helm the film for her this year. The three-day shoot took place earlier this month at Jaipur’s Samode Palace. While Onir has worked on the one-minute film,fashion photographer R Burman has shot the stills for the campaign.

Dongre points out that the film,much like her “Timeless” collection,is the result of an organic process. “We had a series of meetings where we discussed how we’d highlight the beauty of my traditional Rajasthan-inspired designs tailored for the modern,independent woman of today. It was great to work with Onir because he understood this concept very well,” she says,adding that the video will be released in a couple of weeks.

This isn’t the first time that the two have come together. Onir recollects that they worked together in 1997 when he directed a music video that had Dongre design the costumes for its cast.


“It was a video for music director Pritam’s album and Anita did a great job with the costumes. Since then,we have worked together several times. She has designed for the cast of most of my films,including My Brother…Nikhil (2005),Bas Ek Pal (2006),Sorry Bhai! (2008) and a segment in I Am (2011),” he points out. The cast of Sorry Bhai! even walked the ramp at her Lakme Fashion Week (LFW) show in 2008.

“I agreed to work on this film because there’s a certain comfort level we share and it also helped that her collection is aimed at real people and is far removed from all things ostentatious. The bride in the film is not a coy woman steeped in convention,but a woman aware of her sensuality,” says Onir,who is a self-confessed fan of Dongre’s work (her menswear creations).

And given that this line is also inspired by Jaipur and features gotta-patti embroidery,how is this film different from the one she launched last year? “For starters,this film features in it a progression of emotions. I have also shot a couple of kids whose raw innocence adds to the film. Besides,I have tried to blend in the detailing of the garment with the architectural beauty of Samode Palace — it was an interesting experience,” he says.