Mumbai, Dec 7 (IANS): Fashion designer Priyadarshini Rao, who has been in the industry for 17 years, has launched her first ever flagship store here.

Located in Khar, it houses the latest collections from Rao in women's wear, along with a section dedicated to menswear and a capsule kidswear line, said a statement.

She is also retailing a line of jewellery and leather handbags for the first time through her store.

“The label Priyadarshini Rao has been around for over 17 years and in this time I have believed in a steady growth. I am not one to advocate a store for every designer who is a couple years old in this industry," said Rao.

Describing her work, she said it has "always been about a certain approach that fuses contemporary silhouettes with a certain Indianness that has an intellectual undertone.”

“I believe my customer is ready to spend on my garment that places style over fashion and will last her many seasons. The cost of setting up a store and the responsibility to make the right sales is a viable option today and this was not the case a few years ago,” she added.

The women’s wear that will be retailed in the store follows the theme of the Caravan Serai, and will have an amalgamation of textiles, colours and silhouettes.

The menswear collection comprises soft linen shirts with minute detailing. Printed cotton muls and washed silks are cut into shirts and contemporary tunics that can work on any special occasion.

The kidswear category comprises of Bohemian dresses for girls aged between 5 to 12 years.