Anjali Phougat
Redefining Fashion with Indo-Western Fusion
Every young child aspires to be just like their parents when they grow up. For their children, parents serve as heroes and role models. They inspire them, guide them, and seem almost God-like. One such individual who successfully followed in her parent’s footsteps is Anjali Phougat. Anjali Phougat is an American-based fashion designer, film fashion wardrobe stylist, and the proprietor of the popular brand Dream Design Collection. She has the remarkable ability to transform her collection into a captivating and visually stunning event. Her collections are often wedding-focused, elevating the overall impression of the clothing.
Anjali’s journey into the world of fashion began in her childhood. Inspired by her mother, who owned a small home-based boutique, Anjali developed a keen interest in fashion. Over time, she realised her passion for design and aspired to launch her own multi-designer business. The path from conception to implementation was long and arduous. Anjali, an amateur who had recently migrated to the US, initially worked for her family and friends as a hobby.
Anjali believes, “It takes an army to build a kingdom.” Her social media staff manages her profiles, and it took a few years to reach one million followers. Currently, Anjali has over two million followers across Facebook and Instagram. The team also manages her website, shops, and e-commerce platforms integrated with her social media portals. Consistently updated, her social media handles feature fresh and shareable content that engages users. Maintaining a loyal following interested in her products and company requires hard work, consistency, and high-quality material.
Anjali’s journey was not easy; it was a collective effort through good days and bad. The key lesson learned was to persist even when the desired results were not immediate. Anjali emphasises, “You need a strong sense of passion to succeed as an entrepreneur. When something comes from within, there is no outside force such as monetary gain driving the business. You put your heart and soul into it, and success, though slow, is guaranteed.”
Anjali faced numerous challenges, particularly transitioning from an IT background in a different country to the fashion industry. She encountered setbacks due to the lack of Indian designs in the Western market and the acceptance of individuals with brown complexions. To address this, she combined Western and Indian styles to create a more inclusive appeal. Anjali also navigated the complexities of starting an e-commerce business, obtaining a business permit, and managing her time as a mother with a busy lifestyle. Her unwavering determination and “never give up” mentality saw her through these obstacles.
Sustainability is a significant focus for Anjali. During New York Fashion Week, she created her runway collection using repurposed fabric. She promotes sustainability on her social media, encouraging quality over quantity. Anjali advocates for using quality garments that can be reused and passed down to future generations. She believes it is important for everyone, including business owners, to contribute towards a sustainable lifestyle.
Living in America, Anjali primarily caters to an American audience. She designs wearable clothing for every size, shape, and skin tone, aiming to appeal to a wide range of customers. DDC creates custom solutions for a diverse audience, with Indo-Western fusion being in high demand. Anjali respects and incorporates the customs and cultures of others into her designs, offering a contemporary consumer both Indian and Western elements.
As a couture designer, Anjali creates memorable pieces that tell various stories. One such piece was showcased during Paris Fashion Week, where Bollywood actor Abhay Verma was the showstopper. He wore a black Sherwani adorned with hand-embroidered sequins, offering a glamorous blend of traditional craftsmanship and contemporary design. This unique choice honoured Indian heritage with elegance. Anjali’s collection for Paris Fashion Week, inspired by India’s national bird, the Peacock, received overwhelming praise.
The initial concept always begins with brainstorming and jotting down ideas. The process involves multiple meetings to come up with a creative solution for clients, presenting shade cards, selecting fabrics, and determining the best cuts for comfort. The process is detailed and intricate, far beyond the finished product seen on social media.
Anjali advises the younger generation to remain focused and consistent in their pursuits. She encourages them to embrace challenges as part of their journey and to learn from them. “Be consistent and focused on your goal,” she emphasises.
Anjali envisions a global presence for DDC. Having showcased collections in Paris and dressed public figures at the Cannes Red Carpet Festival for five consecutive years, she aims to establish DDC franchises in every country and represent India on a massive global scale. Currently, she is designing for a movie project and has events lined up for Milan Fashion Week, New York Fashion Week, L.A. Fashion Week, and shows in India and Dubai.
“We have a lot going on,” says Anjali. “We invite you to follow us on social media to learn more about our upcoming projects and other updates—we have a ton of exciting things in store for you!”
Anjali Phougat’s journey from a young girl inspired by her mother’s boutique to an acclaimed fashion designer is a testament to passion, perseverance, and the power of following one’s dreams.
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