Five years ago, when there was not much happening on the online shores in India, one woman with an eye for fashion and a passion for dressing up people decided to ruffle things up. Half a decade later, Pernia Qureshi is still creating a buzz with her brainchild, the Pernia’s PopUp Shop. She named it so as the collections are retailed only for a while before she updates the site with newly curated pieces. We speak to the woman behind the brand—a designer, stylist, actor and a Kuchipudi dancer—who reminisces about five milestones that the portal has achieved.
Address to the Big Guns
The portal has worked with some of the most famous names (read Manish Malhotra, Anju Modi and Anita Dongre among others) in the fashion industry from the word go. Outfit by Manish Malhotra; earrings by Isharya
Breakthrough Designers
Since its inception, the portal scouted the best talent in town. They discovered designers who went on to become write their success sagas—Outhouse, Bhumika Sharma, Huemn, Love to bag, and Ridhi Mehra. Outfit by Ridhi Mehra; jewellery by Outhouse
The Bestseller
While many of the outfits went to create the buzz, the one that garnered the most admiration, according to the founder (who also designed it), was a classic kurta-set with a modern take.
Outfit by Pernia Qureshi; earrings by Ra Abta
Fusion Fun
The portal, since beginning, has championed fusion fashion. Keeping a dedicated line of experimental (and yet wearable) designs, it paved a way for indo-contemporary genre, with designer Masaba Gupta leading the pack. Outfit by Masaba; earrings by Outhouse
dressing up Brides
Before the website rolled out a gamut of designer bridal wear, not many thought that brides would be sitting in their homes or offices to choose their wedding trousseau instead of running around town. Lehenga by Reynu Tandon; nose ring by Opalina