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Priyadarshini Rao
Born in the year 1970, Priyadarshini completed Fashion Design Dip at SNDT in the year 1989 and began work as a designer at 'The Design studio' - a boutique in Mumbai.
Born in the year 1970, Priyadarshini completed Fashion Design Dip at SNDT in the year 1989 and began work as a designer at 'The Design studio' - a boutique in Mumbai. After having worked for a couple of years, she took up a 3-year diploma course in Textile Design at the Sophia Polytech, Mumbai, where she did a specialization in Weaving.
In the year 1994, Priyadarshini joined the Design team at Shoppers Stop and worked on corporate and casual wear for women for the length of 2 years.
In the year 1996, she launched her signature label at stores such as Ffolio in Bangalore, followed by Melange and Ensemble in Mumbai.
The Label was predominantly women's wear in the first couple years, until she launched her menswear line in the year 1998.
In 1999 Priyadarshini took a sabbatical to study Corsetry and jacket making at the London College of Fashion Studies, London, and eventually also worked as a design apprentice to Sylvia Fltecher, a Hat designer.
On her return to India in the year 2000, she began expanding her label to various other design stores, and also took up the position of consulting head of Design at Shoppers Stop.
Participated in the 2001 LIFW held in Mumbai, and began selling out of Be: A Raymond initiative. Post LIFW 2002 (New Delhi) she began retailing out of Pantaloon, where she launched a low priced prêt label called PR.
Today the label sells out of at least 15 stores in India and abroad.
Her work revolves around the basic principles of Minimalism and Wearability. She likes to use great fabrics and cut them into luxury casuals or loungewear.
Having studied Weaving, she likes to create textures within the fabric with the use of unusual yarns or surface treatment. Embellishment is usually to a minimum.
Priyadarshini generally uses natural fabrics, which breathe and allow for aging well.
Contemporary international trends reflect in most collections, though the underlying design sensibilities are maintained.
Her label is best known for its freewheeling spirit and a style that is distinctly suited to the Urban Bohemian.
Priyadarshini Rao's Collection For LIFW 2003
The basic idea behind this years LIFW collection is about taking a walk in a discerning flea market, say like a Portobello Sunday market, and coming up with vintage or aged pieces that look priceless and can be thrown together to make magic.
With this collection, she's hoping to break the usual hackles of following the current trend or the colour palette of the season.
The Idea is to create garments that can be treasured like a really special hand me down. It could be a beaded top your aunt wore to her debutante party, or your mom's prom dress, or even your grand mom's wedding gown. Things that have aged with love and many memories. And these are thrown together with some mad urban pieces like drawstring pants, or a skirt bought at the thrift shop.
All in all, it's about dressing with a purpose. Subtle faded colours, over dyed patchwork, and old appliqué flowers complete the look.
Accessories like hand beaded canvas waist belts, hand woven bags and hand-embroidered mules complete the bohemian spirit of the season.
