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'Fashion girl' Pernia Qureshi makes Dubai debut at Modista

It's truly exhibition season. There seems to be some pop-up happening everyday next week, so you need to pick the ones with some style savvy events. And one woman who knows her fashion is Pernia Qureshi.
One of India's 'fashion girls', Pernia is the founder of the e-commerce site Pernia's Pop-Up Shop (PPUS), one of the first e-commerce sites to give Indian designers an online platform that works with hundreds of Indian designers.
Pernia started her career in India as a stylist at a fashion magazine and has styled for actress Sonam Kapoor - she was the costume designer for the 2010 film, Aisha. The designer has also worked in Bollywood, making her Hindi film debut in Muzaffar Ali's  2015 periodical drama film, Jaanisaar.
A trained Indian classical dancer (Kuchipudi), she lives, breathes and eats fashion, so it was no surprise that she launched her own fashion label. Pernia has also written a fashion guidebook, Be Stylish with Pernia Qureshi.
What is surprising is that Pernia has never shown her line here, and she makes her Dubai debut at Modista this weekend. Also showing at this flash retail experience are designers Arpita Mehta, Archana Rao and Padmasitaa by Padmini Kohlapure. We caught up with Pernia to find out more on her Dubai debut. Though we asked her about the fact that an Indian Instagram account @dietsabya had accused her of copying a design by Marchesa in her current collection, Pernia chose not to respond to the question.

How did designing happen for you? Did you train in fashion?
All my training was on the ground, I think that is the best way to educate yourself to work in the fashion industry.
 
Will you be working on more films, either as a stylist or as an actor? The Bollywood factor must be helping you in your fashion work?
I am open to all opportunities as long as they help me grow as a person or a professional. The project has to be worthwhile regardless of the industry.

Does your love of dance influence your design work?
Dance is my first love, but I don't think it has a direct influence on my design work. Having said that, dancing first thing in the morning clears my mind and keeps me extremely fresh for all other work that day.
 
Is your label exclusive to your e-commerce site  - Pernia's Pop-Up Shop?
The Pernia Qureshi label sells at Pernia's Pop-Up Shop online, it also sells at Pernia's Pop-Up Studio and Pernia's Pop-Up Show. These are the three parallel legs of our business. You will also find us at exclusive exhibitions, such as Modista in Dubai.

How come this is the first time you are bringing your line to Dubai?
Pernia Qureshi label does very well online, with clients in Dubai and the UAE. I wanted to test the waters and see how we do offline in Dubai and felt Modista was the right place to make my collection debut. We definitely plan on bringing Pernia's Pop-Up Show to Dubai soon.

Tell us about the Spring/Summer line you are bringing to Dubai?
We are bringing our latest Spring/Summer 18 collection which is also available on Pernia's Pop-Up Shop. There are really cool pants and crop top sets, ruffle dresses, jumpsuits, capes, it is a nice mix. My favourite piece is a light peach ruffled cold shoulder dress, it's fun and flirty.

You have been to Dubai a few times, what do you think of fashion here?
I love the fashion in Dubai. Women are extremely sophisticated and feminine. I have always been enamoured with girls who can do their own make-up well and everyone in Dubai seems to be a professional. I think women in Dubai are very clued in as far as the latest trends are concerned. I would like some beauty tips from them.

Modista will take place on Saturday, April 28 from 10am to 8pm, at Roda Al Murooj Hotel, Dubai.
sujata@khaleejtimes.com