Crafts based womenswear and home textiles business Shades of India has launched Cinnamon as a new label on its direct to customer e-commerce store and in its brick-and-mortar outlets. The label focuses on prints and texture and has a fusion style aesthetic.
“Cinnamon represents a seamless extension of Shades of India’s legacy of craftsmanship and design,” said Shades of India’s design director Mandeep Nagi in a press release. “Our goal is to offer women classic, timeless and everyday luxury, providing pieces that transition effortlessly from day to night while empowering them to express their unique fashion sense.”
Following a minimal design aesthetic, the main focus of Cinnamon’s garments are their textured prints. The day-to-night pieces feature floral designs which were first rendered by hand then digitised. Notable looks from Cinnamon’s debut collection include high neck shirts, jackets with pleated details, and breezy yet structured dresses. Cinnamon plans to launch a series of curated collections under the Cinnamon label throughout the year.
Shoppers can browse the label’s maiden collection offline in Shades of India’s retail locations in New Delhi and Mumbai as well as in its partner stores across the country. Shades of India has placed Cinnamon in the affordable luxury segment of the market and its garments are priced between Rs 4,000 and Rs 25,000.
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