Fashion designer Anita Dongre has responded to the controversy around her latest fashion campaign after two independent designers raised questions about similarities between their earlier work and her new collection.
The designer launched her 2026 collection, titled Love All. Soon after, Mehar Toor of Ada by Mehar and Sachi Raval of Same Sisters shared posts on Instagram pointing out similarities they noticed in the campaign. They highlighted elements such as the tennis theme, visual style and, in Sachi’s case, even the use of the same name.
Anita recently issued a statement on Instagram saying she understood why the designers were upset and knew how much effort went into creating an idea and building a brand. She also explained that her collection was “born from a belief in love, equality and partnership.”
Anita Dongre’s Response
Taking to Instagram, the fashion designer wrote, “To the founders who have raised concerns, I hear you, I see you, and I understand why you feel the way you do. I know what it is to pour your heart into an idea and build something from nothing. As women building our own brands, I think we understand that feeling particularly deeply. I’ve found myself reflecting on how our campaign, born from a belief in love, equality and partnership, has found itself at the centre of a conversation about creative similarity.”
“Love All came from a belief I have held for a long time: that lasting love is between equals. From there came the metaphor of a volley. A game between two people, beginning on equal ground. Love All. Zero Zero. Love has also been a central theme in our storytelling for many years, explored through several campaigns and stories over time. Love Notes and Epic Love (2016), Tree of Love (2017), Jaipur Love (2019), Love Song (2020) and A Wildflower in Love (2021) are some of the past works centered in the theme. And Love All is another expression of that continuing belief.”
Anita Dongre explained that her campaign was created independently and was in the works for many months. She said it is possible for different designers to come up with similar ideas, but pointed out that tennis and fashion have been connected for many years, while the term Love All comes directly from the game.
Anita said that she has spent more than 30 years building her brand and has always tried to respect original ideas and creative work. Because of this, she felt it was important to speak about the issue herself.
The designer ended her statement by writing, “There is room for many voices, many perspectives and many women to create. And there is certainly room for love.”
