In the city

India Today - - INSIDE - By Shilpa Me­hta

A check­list on where to eat and what to shop

Pop up store

Per­nia Qureshi, renowned stylist and fash­ion­ista has ven­tured into on­line re­tail­ing with her on­line store per­nias popup shop. com. Hav­ing worked with lead­ing de­sign­ers such as JJ Valaya and Tarun Tahil­iani on their cam­paigns, look books, and fash­ion shows, Qureshi has now de­cided to cu­rate her own e- com­merce web­site. Around 17 de­sign­ers in­clud­ing Atsu Sekhose, Ritu Kumar and Varun Bahl have been in­vited to cre­ate clas­sic styles, which are con­sid­ered part of their sig­na­ture col­lec­tion. The web­site re­mains fresh with new styles com­ing up ev­ery month from each de­signer. Sizes will be based on mea­sure­ments sup­plied by Qureshi her­self and will be the same across the board. Adding a per­sonal touch to the site is the stylist’s own sec­tion ti­tled ‘ Per­nia’s POV ( Point of View)’ which fea­tures stylised looks to en­cour­age cus­tomers to make cool choices. ‘ How- to’ videos, packed with fash­ion and beauty tips go hand- in- hand to make the on­line shop­ping ex­pe­ri­ence worth while. Log on to per­ni­aspop­up­

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