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Desi designs now on call

Aisha stylist Pernia Qureshi launches online store, offers styling advice, Indian couture, discounts on top labels. If the thought of walking into a designer store is intimidating, you can now browse through the latest creations from the comfort of your home.

fashion and trends Updated: Apr 11, 2012 14:38 IST
Rochelle Pinto

If the thought of walking into a designer store is intimidating, you can now browse through the latest creations from the comfort of your home. Pernia’s Pop-up Store, an online dream boutique started by Aisha (2010) stylist Pernia Qureshi offers carefully curated designer clothes and accessories, along with a healthy dose of dressing advice from the stylist herself.

“For the first offering, that will be up on the website till May 9, I made individual appointments with designers, some of whom made new things for the site,” Pernia reveals, adding, “We wanted a variety of styles and brands to cater to everyone from the age of 16 to 60. From May 9, we will add new labels every week.”

The site mixes up designers like Shrivan Narresh, who are known for their colour clocked swimsuits, with Varun Bahl and Ritu Kumar whose forte is Indian ethnic wear. “We started off with just 16 designers, and will add 15 more, from Savio Jon to Namrata Joshipura, by next month,” says Pernia, who is scouting for fresh, undiscovered talent from all over India. She has also created a standardised size chart for the designers to follow, keeping in mind the needs of the Indian woman.

Despite the big names, the clothes on offer are priced reasonably, the range maxing out at Rs35,000-Rs40,000. The site will also have a dedicated sales space, called The Sweet Spot, where clothes that haven’t been sold over a period of time will be available at a discount.

“We have only been up for about 48 hours, but many items have already been sold out,” Pernia says. “We have orders from places like Orissa and Virginia, USA. I thought most orders would come from Mumbai and Delhi, but we’re getting traffic from the remotest areas.”