With Global Desi, Anita Dongre, the ace-designer is collaborating with women music artistes for her #VoiceYourStyle maiden music property.
The project has been started with an association with Indo-American singer and Youtuber Vidya Iyer, commonly known as Vidya Vox.
The collaboration marks its presence as the first time in the Indian landscape that a fashion brand will be collaborating with a range of female musicians from all over the world to create music which is India-inspired but carries a global appeal.
The property has been launched under her boho chic fashion label and will celebrate India in the best way possible.
“Music is love, music is life, music heals and music connects and brings people together. Global Desi celebrates India through design and now we are also celebrating music,” said Dongre.
The label also includes Pinkcity, handcrafted jadau jewellery and luxury label Grassroot which is a tribute to the handcrafted traditions of India.
#VoiceYourStyle by Global Desi tries to design a unifying platform bringing together the girl bosses of music, which is sensational, fresh and exciting, all at the same time.
The House of Anita Dongre, who has created a revolution, owns and operates three brands with three extremely distinct identities:
- AND — chic, contemporary western-wear for women
- Global Desi — a young, free-spirited, vibrant line of boho-chic ensembles
- The Anita Dongre label – breathtaking, curated looks in bridal, couture, and menswear.
“What I love about Vidya as a musician is her ability to combine influences from her heritage and mix them with the world she has grown up in. I love that the video is a collaboration of dancers across the world celebrating design, music and dance. It has been such a pleasure working with this group,” said Dongre on the association with Vidya Vox.
Dongre’s creations were flaunted by Duchess of Cambridge Kate Middleton on her India visit.
Vidya has created an exclusive song track called Minnale, whose video also reflects the vibe of the brand. Minnale means lighting in Tamil. The song is in English and Tamil and merges western pop with electronic dance music.
Check out the official video song here:
Talking about future initiatives, Dongre said there is a road map to work with more talented women artistes to produce ground-breaking music.
