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If it wasn’t for an internship with an Indian women’s magazine in 2003,Pernia Qureshi’s life would have turned out very differently from what it is today.

If it wasn’t for an internship with an Indian women’s magazine in 2003,Pernia Qureshi’s life would have turned out very differently from what it is today. In all probability,the well-known stylist — who has several fashion shows,shoots,ads and Bollywood films (including Aisha) to her credit — would have been practising law in the US. “I had signed up for an undergrad course in criminal justice from the George Washington University in the US and I even went on to complete it. But the internship I took on during my vacation helped me put things in perspective; that’s when I realised that my career lay in fashion and not law,” she says.

Going by Qureshi’s career trajectory,the shift has been winsome. Today,five years since she started working in fashion,she’s excited about her latest venture http://www.perniaspopupshop.com. A fashion e-commerce website,it boasts of an eclectic mix of clothing and accessories from leading designers such as Anamika Khanna,Atsu,Masaba Gupta,Varun Bahl and Shivan & Narresh,among many others. “I realised that while there’s no dearth of fashion sites in India,most of them provide substandard service. That prompted me to start my own and thanks to my rapport with designers,I was able to get the site up and running in less than six months,” she shares,adding that the site will bridge the gap between Indian designer fashion and its global clientele.

One of the USPs of her site is the P.O.V. (point of view) corner which has a ‘look of the week’ put together by Qureshi herself. “Each and every product has been shot by us,including the look of the week. I will also give out style tips,answer queries and post designer interviews to make it a healthy and interactive experience,” she explains. A valuable add-on for Pernia,who has a distinctive sense of fashion,is that she gets featured regularly in the country’s best-dressed lists. The website isn’t the only major development on the professional front for Qureshi,who has also turned designer. “I figured this would be the best time to launch my own collection. My debut collection is a limited edition occasion wear line of 19 pieces and will be followed by full-fledged collections,mainly dresses,in a couple of months,” she enthuses.

She remains open to doing ads and films that challenge her creativity. “Aisha was a lot of fun as the clothes played an important role and playing stylist to all the girls in the movie meant being on my feet all along. But I won’t take up a project just for the heck of it,” she concludes.

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Dec 27, 2025
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