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ISDI Parsons’ student label grabs space on Pernia’s Pop-Up Shop

by TIMC Tuesday, February 28, 2017

The Indian School of Design and Innovation or ISDI recently launched its students’ label Asvaga on India's first luxury fashion store Pernia's Pop-Up Shop. In association with New York’s Parsons School of Design, ISDI took students’ projects to runway to become the youngest addition to the store.
Believing in scouting and nurturing the talent we love.
Final year students of Business of Fashion competed to win the opportunity to launch their brands on www.perniaspopupshop.com. After 10 months of hard work, these students established four fashion labels viz. Asvaga, Esme, Iris and Be Poise.

Runway To Racks

ISDI Parsons’ student label grabs space on Pernia’s Pop-Up Shop The students detailed out aspects of the business model with defined target audience, marketing strategy, and distribution and sales plans. After a vigorous review process with Pernia Quresh as their mentor over three months, the final runway was set.

Panel for Pernia

ISDI Parsons’ student label grabs space on Pernia’s Pop-Up Shop The jury consisted of Pernia and other fashion industry's finest including Nikhil Thampi, Radha Kapoor and Rakhee Kapoor Tandon. Indu Shahani, Siddharth Shahani and Dean Mookesh Patel completed the panel to judge to battle of the brands.

Battle of Brands

ISDI Parsons’ student label grabs space on Pernia’s Pop-Up Shop All the madness culminated into a grand evening where the four labels presented their concepts to the judges. Students displayed their collection as they walked the ramp at Runway To Racks, Business of Fashion’s annual showcase.

Victor Asvaga

ISDI Parsons’ student label grabs space on Pernia’s Pop-Up Shop Asvaga won the battle. Radha, Founder & Executive Director of ISDI, commented, “A once in a life time opportunity was granted to the students to be mentored by Pernia Qureshi.” “We believe in helping our students push the envelope and provide them with the opportunity and platform to do so,” she added.

Bohemian-Khadi Inspiration

ISDI Parsons’ student label grabs space on Pernia’s Pop-Up Shop The label is a Bohemian inspired women’s clothing made entirely made from khadi. Herbal black and nut browns were the colours dominating the ethnic collection.

Scouting Talent

ISDI Parsons’ student label grabs space on Pernia’s Pop-Up Shop This marks the first time in India a luxury fashion portal has collaborated with a design institute to help students launch a brand. In Pernia’s words, “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.” A customer can avail Asvaga’s collection online on the official website of Pernia’s Pop-Up Shop. Reportedly, the price for the ready-to-wear collection ranges from 4000 to 13000 rupees.

 

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