Indian stylist and fashion entrepreneur, Pernia Qureshi, rose to fame with her designer costumes for the Bollywood film Aisha. She has many labels under her kitty, namely there’s Pernia’s Pop Up Shop- the eponymous fashion line; Pernia Qureshi Brands, and the newly launched Gur Organics. She started her journey in the fashion world in the year 2012 and there has been no looking back for her.
In a tête-à-tête chat with us, Pernia spilt the beans about why sustainability is the need of the hour, how the fashion industry is changing with COVID, her venture Gur Organics collaboration with Teleport India for Vocal for Local, and more.
To her, the fashion industry feels like home and she is so glad that it is finally waking up in a big way to the importance of sustainability and ethical practices. She believes it is a great initiative by the Government of India that helps small brands like there grow and gives them exposure not just in India but also internationally.
Pernia and her team launched a completely sustainable fashion label pre-Covid and she does feel like they were ahead of the curve. Their aim is to educate people about their story and the importance of conserving natural resources for a better future. Very importantly she also focuses on curbing the pollution and waste that comes with the production in fashion, but at the same time produce styles that feel and look great. Her hope next big thing for the fashion industry is waste management, sustainability, and recycling and Comfort is key the fashion trend of the season currently to her.