Shades of India, which offers a range of home textiles and also womenswear has launched a new womenswear label, Cinnamon which will be sold on its e-commerce store and also in physical stores.

The new label uses several fabrics in its collection, which include Chanderi, cotton, linen, blend of cotton and linen, poplin, silk, blend of cotton and silk and tissue.

The label focuses on prints and texture and has a fusion style aesthetic. 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 digitized,” a press release informed.

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 in Shades of India’s exclusive brand outlets in New Delhi and Mumbai as well as in several multi brand outlets across the country.

“Cinnamon represents a seamless extension of Shades of India’s legacy of craftsmanship and design,” Shades of India’s design director Mandeep Nagi said.

“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,” Nagi added.

Shades of India has positioned Cinnamon in the affordable luxury segment of the market and its garments are priced between Rs 4,000 and Rs 25,000.