Priyadarshini Rao joined the design team at Shoppers Stop in 1994 and started to design corporate and casualwear. In 1996, she launched her signature label at numerous stores around Mumbai. The style of the designer is based on the principles of Minamalism and Wearability. Priyadarshini believes that garments must flatter the body and offer comfort at the same time. She uses natural fabrics and the styling is usually reflective of international trends.