Chic Watch: Anita Dongre’s Jaipur Bride is a fascinating fashion video

Anita Dongre Timeless The Jaipur Bride

Fashion videos are not new. Internationally, luxury brands like Dior and Prada have created fascinating videos that are beyond product showcases, and standalone works of art.

In India, I think Anita Dongre is among the first Indian designers to present a fashion video (for her Timeless label). And what a video it is!

The Jaipur Bride is a two-minute video featuring Jyothsna Chakravarthy twirling in Anita Dongre’s signature lehengas with gota patti work. In the flared skirts and sexy cholis, the sublime bride wanders around the hauntingly beautiful Vidyadhar Ji Bagh in Jaipur.

The new age rendition of the Gayatri Mantra, Jyotsna’s mesmerizing eyes and the empty centuries-old fortress gave me goosebumps. I felt I was looking at a Rajasthani princess at her maternal home, waiting for her long-lost beloved prince. Take a look:

With ace cinematographer Colstan Julian’s skilled eye capturing the arid royal residence, and soundtrack by DJ Sayem World of Flowers, this video is not to be missed.

Anita Dongre Timeless red 1

I can’t wait for more designers to give video creation a shot. I would love to hear stories narrated through the videos- they would make epic short films. What better way to portray the twirl of fabric, the beauty of a garment than the audio visual medium?

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