Fashion entrepreneur and designer Pernia Qureshi will bring her eponymous label to the Modista trunk show on April 28 at Roda Al Murooj, along with 50 other labels.
After working as a costume designer for the Bollywood film Aisha in 2010, Qureshi launched her label two years later, a fusion of Indo-Western ensembles. Qureshi also launched a website, Pernia’s Pop-Up Shop, the same year, showcasing creations by more than 500 designers.
The kuchipudi (Indian classical dance form) dancer has also starred in filmmaker Muzaffar Ali’s period drama Jaanisaar (2015) alongside Imran Abbas Naqvi.
She spoke to Gulf News tabloid! about her upcoming exhibition, her love for fashion, and her advice for up and coming designers looking to break into the industry.
How and when did your passion for fashion begin?
I have always had a keen interest in fashion. I grew up with an extremely stylish mother and have always looked up to her. I decided to join the fashion industry professionally in college after I did a couple of internships in magazines. In my early days in the field of fashion, [Indian fashion designer] Tarun Tahiliani was actually one of the first people who encouraged me.
What were some of the challenges that you faced on this journey of yours?
The fashion industry is a place where more than education, internships and on the job training make a difference. I have learned everything I know by interning under some very talented and powerful women in New York. There was always a lot of competition and [a] number of girls were ready to take my place so it was a challenge for me to constantly be on my toes and perform to the best of my abilities. In the end, however, I was the one who gained the most from this so all of it was worth it.
Tell us a little bit more about your label Pernia Qureshi.
Pernia Qureshi label is something I began simultaneously with Pernia’s Pop-Up Shop. It is a label that reflects my personal style, so it is very feminine and a little bit flirty.
What should we be looking forward to from your Dubai visit?
You should be looking forward to a brand new collection from [the] Pernia Qureshi label. There are beautiful summer pieces in pastels and some fun prints in easy breezy silhouettes.
Where do you draw inspiration from?
I find inspiration everywhere, but vintage stores and movies are definitely a strong source of inspiration. Other than that, I think about what I would like to wear in the coming season and build a collection around that. Not to mention, I have a small but lovely design team who supports me.
What encouraged you to launch your fashion website, Pernia’s Pop-Up Shop?
I launched Pernia’s Pop-Up Shop six years ago when there was no place to buy Indian designer wear online. I felt like there was a gap in the market and it would make for a good opportunity. I also wanted to do something for the fashion industry and for the amazing talent we have in India. Pernia’s Pop-Up Shop provides a global platform to upcoming, as well as established Indian designers for the world to see, appreciate and shop.
How was your experience working as a costume designer for the movie Aisha?
It was extremely busy and stressful but at the same time a wonderful experience. It was the beginning of my career as a professional and I learned everything on the job. I did not even know what a costume breakdown was when I was signed onto the film. I had to do a quick crash course on filmmaking and costume design and then do the best job according to my ability. I am so grateful that all my efforts were so vastly appreciated.
How do you bring about the balance needed in combining the traditional Indian attire with the Western style?
I am naturally drawn to cleaner silhouettes and Indian wear that’s not too fussy so when I design our festive collections they are a modern representation of traditional Indian wear.
Tell us a little about your book Be Stylish with Pernia Qureshi. What makes it different from other fashion guides?
Be Stylish is the only fashion guide for Indian women or women from this part of the world. I specifically designed the book keeping in mind South Asian body types and culture.
You are also a dancer. How do you juggle between both, dancing and handling your fashion career?
I commit my mornings to dance and I do all other work post lunch. This, of course, changes at certain times when there is something important or big happening in either aspect of my life.
Would you rather be a model or a designer or a dancer?
If I had to choose only one I would be a dancer.
Do you have days when you don’t feel like dressing up? How do you overcome that?
I wear sweatpants and chill.
What are your plans for the future?
I am building a few more in-house brands like Pernia Qureshi label at different price points, which will also cater to different markets in terms of aesthetics. Pernia’s Pop-Up Shop is adding new dimensions to our business with Pernia’s Pop-Up Show, an offline shopping festival and [a] studio, an offline store with weekly rotating collections.
On the dance front, I am constantly building my portfolio with a few performances within India and also with my first international performance, which will happen this year.
The details
Modista will be held on April 28 at Roda Al Murooj, Dubai, from 10am to 8pm. Entry is free.
QUOTE/UNQUOTE
“Make your own design identity, invest in a good quality shoot and have strong social media skills,” Pernia Qureshi’s advice to aspiring designers.
— Richa Jose is an intern at Gulf News.
