Pernia's Pop-Up Shop now allows you to custom-design your own couture Advertisement

Pernia’s Pop-Up Shop now allows you to custom-design your own couture

Unleash your inner Ritu Kumar

By ELLE team  June 28th, 2017

In the five years since its launch, Pernia’s Pop-Up Shop has made a habit of discovering young designers who would go on to become household names. Popular jewellery label Outhouse, day luxe favourite Shift by Nimish Shah and luxury bag brand Sanya V Jain are just a few of the alumni who used the online fashion retailer to catapult themselves into the big leagues. Next on their list? You.

All jokes aside, the platform’s new Sketch to Reality concept is aimed at unleashing your inner couturier — or control freak — by allowing you to choose from existing pattern sketches, then customise it down to the last Swarovski on your pre-draped sari pallu.

Pernia Pop Up Shop sketch reality

Pernia’s Pop-Up Shop is claiming this ‘augmented reality’ experience as the first of its kind in India, an idea that first germinated because “we get queries from people all over the world wanting to customise their outfits. With their creative minds and our disciplined eye, Sketch to reality redefines online shopping in India,” explains founder Pernia Qureshi, adding, “This service was initially made available to only our premium customers, who helped us optimised the process before we officially announced it and made it public.”

While most of the options fall firmly into the occasion wear category, you can blithely skip from sari gowns and bridal lehengas to red carpet dresses, should your tastes veer that way. The technology even allows a customer to upload images and references they may want to incorporate, like that vintage Chantilly lace dress that you discovered in a flea market in Morocco.


Pernia reveals, “We have received over 50 detailed queries and closed about 10 orders in the last two days alone. So we can safely say, this project is being well received by our visitors.”