A cut above | Cover Story | Times Crest
Popular on Times Crest
  • In This Section
  • Entire Website
  • Seeking good company
    July 13, 2013
    Madras Club is today home to modern aristocrats.
  • Join the married club
    July 13, 2013
    For India's swish set, the ideal mate has an Ivy League education, a successful career, a six-figure salary, and an exclusive club membership.
  • Dancing but no dhotis
    July 13, 2013
    The only time in recent past that a rule was bent was in 1989, ironically for a politician. It was the only time the club turned a blind eye to the…
More in this Section
Leaving tiger watching to raise rice Ecologist Debal Deb, who did his post-doctoral research from IISc in…
The crorepati writer He's the man who gives Big B his lines. RD Tailang, the writer of KBC.
Chennai-Toronto express Review Raja is a Canadian enthusiast whose quirky video reviews of Tamil…
Don't parrot, perform Maestro Buddhadev Dasgupta will hold a masterclass on ragas.
A man's man Shivananda Khan spent his life speaking up for men who have sex with men.
Bhowmick and the first family of Indian football At first glance, it would be the craziest set-up in professional football.
From Times Blogs
The end of Detroit
Jobs in Detroit's car factories are moving to India.
Chidanand Rajghatta
How I love the word ‘dobaara’...
Can ‘bindaas’ or ‘jhakaas’ survive transliteration?
Shobhaa De
Anand marte nahin...
India's first superstar died almost a lonely life.
Robin Roy
Curating Fashion

A cut above


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.

Other Times Group news sites
The Times of India | The Economic Times
इकनॉमिक टाइम्स | ઈકોનોમિક ટાઈમ્સ
Mumbai Mirror | Times Now
Indiatimes | नवभारत टाइम्स
महाराष्ट्र टाइम्स
Living and entertainment
Timescity | iDiva | Bollywood | Zoom
| Technoholik | MensXP.com


itimes | Dating & Chat | Email
Hot on the Web
Book print ads | Online shopping | Business solutions | Book domains | Web hosting
Business email | Free SMS | Free email | Website design | CRM | Tenders | Remit
Cheap air tickets | Matrimonial | Ringtones | Astrology | Jobs | Property | Buy car
Online Deals
About us | Advertise with us | Terms of Use and Grievance Redressal Policy | Privacy policy | Feedback
Copyright© 2010 Bennett, Coleman & Co. Ltd. All rights reserved. For reprint rights: Times Syndication Service