Mumbai: Writer Shobha De was at a launch of a new collection for a bag store in Mumbai on Tuesday.

De who came for the launch at the Kippling store with her daughters showed that she was not just brand conscious but also a brand loyal.

"They are good in terms of design, colour. It's also good to be seen with a Kippling bag at an airport because it's more than just another bag," says De.

As for her daughters Avantika and Arundhati, they are extremely inspired by her style. "When it comes to fashion she is so innovative and up-to-date. We have a hard time catching up with her because she changes her style every week," says Avantika.

Despite liking her accessories branded, De feels that if a woman is dressed in a branded outfit from top to toe, looking uncomfortable, it’s a bad advertisement for the brand.

"Looking uneasy in the brand she is sporting is the end of the brand and the end of the woman," she explained.