Today’s modern Indian woman is multi faceted –she juggles multiples roles in her everyday life. She is no longer restricted to playing a single role. She lives her life to the fullest and on her own terms. She chooses to express herself through her style, this is reflected in what she wears- at home and work. This Autumn’17 with #IamAND, we’re celebrating these women, who have successfully straddled multiple roles in their life.
The AND journey began in 1995, with a 300-sq-ft shop and a vision- to give the urban Indian woman fashion that did not just fit her body but also her lifestyle. But the journey to getting there wasn’t easy, especially with a landscape populated by heavily embroidered Indian clothes. Anita Dongre, Chief Creative officer at House of Anita Dongre talks about this journey “I heard more “no”s than I can count. But they just egged me on. They said I couldn’t. So I did. I believe that today’s Indian woman is on the brink of a revolution. She can do anything she sets her mind to. We’re just here to inspire her to go ahead and live her dream because sometimes, it is important to know that if someone else has then so can you.”
Kareena Kapoor Khan is back as the face of the brand this season. She talks about why she relates to the brand “AND is one brand that has changed the fashion scenario in the country, being one of the first western wear brand offering international styles to Indian Women. I truly believe that it has evolved as a brand and with the new campaign, we are celebrating the multifaceted personality of the modern Indian woman, which I truly identify with”