‘Just looking like a wow’: A phrase by a woman running a Delhi boutique turns a sensation

Jasmeen Kaur, who runs a boutique in Delhi’s Tilak Nagar, had uttered the famous line while selling suits on Instagram Live.

Jasmeen Kaur uses such superlative expressions to describe the various suits and designs her shop has to offer.

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Only social media has the ability to turn any inane or amusing words into pop culture moments. If you have scrolled through Instagram Reels in the last few weeks, chances are you must have heard the catchphrase, “So beautiful, so elegant, just looking like a wow!”

The phrase, which was first used by Jasmeen Kaur, who has a boutique that sells suits in Delhi’s Tilak Nagar, on an Instagram Live session, has swept the internet with even celebrities jumping on the bandwagon of the ‘Looking like a wow trend’.

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Kaur, who has been running the boutique for the last 18 years, uses such superlative expressions to describe the various suits and designs her shop has to offer. Her positive demeanour coupled with her infectious energy has now gone global.

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From Deepika Padukone and Ranveer Singh to Karan Johar, Sanya Malhotra and Bengali film actress and TMC MP Nusrat Jahan, everyone has been using her one-liner. Kaur told Hindustan Times that she is feeling “endlessly happy” after becoming such a viral sensation overnight.

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“Bohat accha lag raha hai, jiska koi ant nahi hai (I feel so great, it is hard to describe). I have been doing Insta lives for three years now, and suddenly I went viral. And now even Priyanka Chopra’s husband (Nick Jonas) has said it. I am feeling wow. My life has changed. I am just giving back-to-back interviews. Itni mehnat ke baad meri life mein yeh boost aaya hai (After a lot of hard work, my life has got such a boost),” she told the publication.

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The one line has catapulted Kaur into an internationally viral sensation as even the BBC took her interview.

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A post shared by Jasmeen Kaur (@designmachinesuitslive)

Now, Kaur has even bagged an endorsement deal with her famous catchphrase. In a video posted on her Instagram account, she is seen promoting an instant noodles brand with the tagline, “So delicious, so yummy, just tasting like a wow!”

Also Read | TMC MP Nusrat Jahan joins Deepika Padukone and Sanya Malhotra in ‘looking like a wow’ trend

With the iconic phrase now becoming a part of popular discourse, it remains to be seen how long it stays relevant till it fades into obscurity like other social media trends.

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