Mineral comes to Infiniti

Designer Priyadarshini Rao’s label Mineral has opened doors at Infiniti mall, Mumbai.

This is its first exclusive store in Mumbai. The brand retails fashion in an environment which fuses the collection with art and good taste. Mineral has tried to weave its philosophy and its designer Priyadarshini Rao’s sensibilities into the architecture. Mineral is a post modern clothing brand of western wear for women designed and launched by Priyadarshini Rao and her husband. The designer believes her clothes should do the talking hence she never features Bollywood celebs in her shows. Rao insists the models walk the ramp in flats rather than high heels. Having an eye for detail, she works alongside the craftsmen.

The store is done up primarily in white and has full grain wood flooring covering an area of 900 sq. ft. that has been left raw and unpolished. The visual merchandise of the windows is dressed up in pure canvas to give it a postmodern feel. Her collection is inspired by the colors of minerals. The collection emphasizes on a play of different fabrics, stylishly recombining prints with checks and extraordinary silhouettes. It features a predominance of textures like crush, pleats along with romantic floral prints, stripes, checks which are further amalgamated in a crochet with a palette of cottons and linens. The largely used bright fun cottons are styled with accessories to give a chic and grunge look. Rao believes her collection transcends seasons and hence their motto is: ‘No more seasons’. Mineral is also available in select stores of Central and Shoppers Stop.