Of fashion and luxury

Of fashion and luxury

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Luxury- a daunting, often misunderstood term! It’s simple yet complex. Many years ago, luxury meant expensive and unattainable to the general crowd. The dream factor hasn’t changed but throughout the years the meaning of luxury has definitely shifted. Let’s discover what luxury fashion is and what it means in today’s world.


Luxury fashion is what dreams are made of! It’s about the emotional factor it creates and the connection it generates. Sometimes it’s about the craftsmanship, the materials and the detail, while other times it’s about authenticity and heritage. It’s what awakens our imagination and inspires us greatly. It’s not about following trends but creating trends that become classic. What it’s surely not is just being expensive. 


Today, brands are coming up with unique design concepts to push boundaries and are giving us fashion to inspire our style. Some are putting in efforts to create a sustainable way of living. They are all trying to create a connection with soulful ideas and creations. And they all realize that today, we invest in a style that matches and displays are personal identities. Luxury fashion has become multi-faceted and is laced around various ideas about the world. 


From connoisseur designer Anita Dongre reviving Indian crafts with bridal masterpieces to celebrated designer Anamika Khanna’s statement-making creations; from renowned designer duo Abu Jani and Sandeep Khosla shaping the industry with their prét label ‘Gulabo by Abu Sandeep’ using organic fabrics to the young brand Aur by Ajay Kumar Singh, capturing the imaginative thoughts of children with undeniably cool outfits; designers are reimaging the rules of luxury and are creating fashion that speaks to us and speaks about our times. The bonafide queen of prints Masaba has carved out a niche with her offbeat sensibilities and free-spirited styles and Payal Singhal- a favourite name amongst fashion-forward women, designs prominently art-inspired collections which comes to her from her travel experiences. It’s a gift to the world of fashion! 


Luxury fashion style is now a lifestyle! It relies on authenticity, integrity and the ability to make a difference. It’s not the desire to own, but the desire to be. It’s the desire to be able to articulate without words our identity and ideologies. It’s about creating a sense of belonging in this big world. It’s based on a vision of experimentation and innovation. It’s when a designer gives a customer a new concept, instead of following suit or giving people what they already know.  


So in the true sense luxury fashion is when we feel good about what we are purchasing. When we feel an emotional connect and when we think about things in a larger way. Luxury fashion is not measured by how much we spend or how long we wait to get something exclusive. 


Thankfully, we have some great homegrown designers and brands that are giving us all this and more. With Pernia’s Pop-Up Shop, India’s most distinguished luxury brands and designers are easy to reach. And no matter what your budget, we promise you you will find something that you can cherish for many years to come and even make heirlooms. From clothing to accessories, we have curated the most coveted and emerging brands that speak of true luxury. There’s Pranay Baidya who takes notes from his own culture to envision his exquisite works of art, Varun Bahl whose knack for craftsmanship and his artistic skills signify the core essence of his collections, Duet Luxury offering bespoke accessories to suit modern go-getters who like to stand out and show their individuality and many more extremely talented designer who are making our dreams come true. 

Shop the handpicked curations of all your favourite designers at Pernia’s Pop-Up Shop . Use the code BLOG10 to get a 10% discount on Pernia’s pop-Up Shop. *T&C apply

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By in Anita Dongre | Fashion | luxury | Luxury Fashion | Luxury fashion brands | luxury fashion brands on Pernia's Pop-Up Shop | online shopping | Varun Bahl

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