Effortless Chic

“I define Mineral as postmodern clothing for the contemporary modern woman,” says Rao (‘cerebral’ is another word often bandied about where she’s concerned). “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; it’s clearly not for fashion victims.”

Rao makes it clear she isn’t interested in elite fashion boutiques peppered across India’s nouveau metros,but in high street retail. The clothes she showed at LFW resembled chic streetwear,assembled with style and a hint of personal attitude. The muted tones were highlighted with bright colours 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.

Rao has roped in her husband,Jaydeep Shetty,a bright man and inveterate wit with a corporate background in marketing,to be her CEO. Also important is the investor — Ashok Mukhi’s Solar Group—that owns and runs many stores on Bandra’s Linking Road and has a strong retail presence.

“It’s clearly not within my means or level of energy to provide the infrastructure required for retail. Mineral is Jaydeep’s concept,it’s his baby. I do the production,he takes it to the stores,replenishes the stocks and looks into strategising,branding and marketing. And with Mukhi on board,we make a good team,” Rao avers.

In this season itself,Mineral will have two standalone stores; one at Malad’s Infinity 2 Mall,alongside Zara,Mango and FCUK. The second store,at Linking Road,will be a much bigger concept store with a book shop and an art gallery within it. “My customers are cerebral too,” she almost guffaws.