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Pernia's Pop-Up Shop launches student label from ISDI Parsons

ANI  |  Mumbai [India] 

The Indian School of Design and Innovation (ISDI) which is in association with Parsons, The New School of Design, New York, took fashion incubation to a whole new level with the launch of their student's label "Asvaga" on Pernia's Pop-Up Shop. Pernia's Pop-Up Shop is India's first luxury fashion store for men and women.

Students in their final year of the business of fashion course took their class projects and brands to Runway and competed for the winning opportunity to be the brand launched on After 10 months of hard work, four fashion brands were established by the students.

Every aspect of the business model was detailed out with a clearly defined target audience, business and marketing strategies as well as distribution and sales plans. After a vigorous review process with Pernia as their mentor over three months and three rounds, the final runway was set & the world was watching.

Pernia Quresh along with a panel of industry's finest, Nikhil Thampi, Radha Kapoor, Rakhee Kapoor Tandon, Dr Indu Shahani, Siddharth Shahani & Dean Mookesh Patel, comprised as the jury to judge to battle of the brands.

ASVAGA, ESME, IRIS & BE POISE were are all set to roar. All the madness culminated into a grand evening where all 4 brands presented their concepts to the judges & walked the ramp at Runway To Racks - Season III, ISDI's annual showcase on the Business of Fashion. ASVAGA, a specialty women's clothing brand inspired by bohemian fashion & #WanderlustxKhadi won & will be launched on

"We believe in helping our students push the envelope and provide them with the opportunity and platform to do so. A combination of teaching outside the classroom and application of theoretical knowledge goes a long way, having shaped and equipped are students to create and implement successful business models in the real world. A once in a life time opportunity was granted to the students to be mentored by Pernia Qureshi, a front runner in the Indian fashion entrepreneurial space, and have their collections showcase on an exclusive platform such as hers for their brand launch," commented Radha Kapoor, Founder & Executive Director, ISDI.

This is the first time in India, a luxury fashion portal is collaborating with a design institute to help students develop and launch a brand.

"Pernia's Pop-Up Shop is more than just a curator and seller of the best Indian fashion. We believe in scouting and nurturing the talent we love." -- Pernia Qureshi

Asvaga is available on and the ready-to-wear collection is priced between Rs 4,000-13,000.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Sat, March 25 2017. 10:07 IST