Curation and fashion were made for each other. If ever there was one space, outside of art, where curators have a valid reason to exist, it is fashion. Every major fashion boutique has a curator, a custodian who manages and oversees their institution. So do online fashion retailers. And if Pernia Qureshi is to be believed, the job is no cakewalk.

"It's not easy to pick up five cool pieces and make the look work. People don't get it, " says the stylish Delhi resident who dressed Sonam Kapoor in 'Aisha' and has her own online fashion store www.perniaspopupshop. com where every look on the website is curated by Pernia herself. "Curating a look is everything. It develops your clientele.

People come and buy from you because your store caters to your sensibilities. And a lot of that depends on your buyers. It's their ability to spot cool, unique stuff that will be in tandem with the store clientele's sensibilities. It's not just about what's in fashion. It's about the right cut, the right colours and prints, " she answers.

At the heart of curation is the essence of convenience. When you get someone who has the eye to glean and edit from the racks and racks of clothes out there, you get the vision of one unique person wrapped up in an easy-to-consume package. It also means one doesn't have to spend hours searching for that perfect pair of shorts or dress.