Mineral bridges the gap

Launched recently in Mumbai, Mineral is ready to bridge the gap between designer clothing and high

street fashion wear. The designer behind this wonderful bridge the gap concept is Priyadarshini Rao. She has often been written about as India’s foremost prêt-a-porter designer, whose clothes aren’t just ‘wearable’, but ‘affordable’ as well. Speaking about her new line she says, Mineral is a post-modern clothing for the contemporary modern woman. It’s clothing that takes her from her own space to her office. It doesn’t shout out ‘look at me’. It’s also for women who understand and appreciate understated design. The savvy designer clearly understands her consumer segments and has no fuzzy areas on her brand positioning.

Rao makes it clear she isn’t interested in elite fashion boutiques dotted across the metros rather she is into high street retail. The clothes she showed at Lakme Fashion Week, was all about chic street-wear, assembled with style and a hint of personal attitude. The muted tones were highlighted with bright colors thrown in as crushed scarves, corsages and basket bags. It was indeed a breather from a runway usually filled with ethnic Indian wear or clothes so conceptual they’re best suited to fashion school graduation fairs.
In this season, Mineral will have two standalone stores -- one at Malad’s Infinity 2 Mall, alongside Zara, Mango and FCUK in Mumbai. The second store is also in Mumbai located at Linking Road, it will be a much bigger concept store with a book shop and an art gallery within it.