2019had been a year where fashion took a stride in Sustainability. With brands lining up collection and labels dedicated to sustainability, GUR a sustainable collection from Pernia Qureshi follows along.
Pernia Qureshi, a renown fashion enthusiast famously known for Pernia’s Pop Up Shop has been leading the business of fashion and innovation in India. Having introduced the concept of Pop up in Indian Fashion Scene, Pernia Qureshi gave India Fashion a new definition. Up until then, The Indian Fashion Scene was all about Haute Couture and Bridal Trousseau. Pernia brought Pret/ready to wear brands like Amit Aggarwal and Masaba to the front stage. This move not only helps the designer get recognized by the crowd but worked the other way round too. And thanks to the Fashionista, today India has opened its eyes to the fashion in everyday wear.
Pernia moved on to launch her namesake brand – Pernia Qureshi. The lines showcase Fresh, clean, sophisticated fashion apparel. The collection reflects her own persona, showcasing gowns and separates with a rich elegant crepe, jacquard and taffeta. On December 19th, Pernia launched her sustainable line – GUR.
Gur creates womenswear using organic fibres extracted from various unconventional sources such as Milk, Rose, Banana, Eucalyptus, Aloe, and Orange that are antibacterial, anti-fungal and hypoallergenic.
Qureshi speaks about the venture in Instagram stating, “ As I evolve in my career and as a human being there is a sense that I want to do better and be better. Gur is my attempt to create something for a conscious future. It’s clothing and a lifestyle that feels good along with looking good.”
The collection promises to stay away from plastic even in their trims and packaging. You would find skirts, frocks, tops and some maxi dress in vibrant colours.