Sonam Kapoor is the showstopper for designer Pernia Qureshi tonight
Manish Mishra (DNA; June 9, 2016)

Style maven Pernia Qureshi is extremely observant and indulges in people-watching all the time. She soaks in everything — from movies to art to people —and this vast wealth of inspiration finds its way in her creations. “I am a sensitive person and have my ears and eyes always open. Besides, I’m a huge movie buff and love dance.” Not surprising as her new line captures the old world regalia of actress Vyjayanthimala so ably essayed in the cult dance-inspired film Amrapali. Qureshi’s friend Sonam Kapoor will be walking the ramp for her. Over to Miss Qureshi...

Tell us about Sonam Kapoor’s outfit.
It’s very ethereal, goddess-like but in a modern way and at same time quite wearable. Sonam is a chameleon and can carry off just any style under the sun. She is capable of doing full justice to any style of clothing. My line oozes elegance and it completely befits Sonam’s personality. The collection is about grace and grace is something which Sonam has in abundance. At the same time, it’s a young and fun collection. I have been a huge fan of Vyjayanthimala in the epic film Amrapali and the line is a modern version of that aesthetic.

You’ve worked with Sonam in Aisha and she’s walking for you after a long time. How do you two share your creative canvas?
I think Sonam and I have a similar work synergy. We get each other. Having said that, we haven’t worked together in a long time and she’s walking for me as a friend.

Aisha was the time when Sonam started out her career. How do you see her evolution over the years as a fashionista?
She’s come into her own. With time one grows and gets matured. She was always confident and stylish and now I see a certain maturity in her.

What does brand Pernia Qureshi stand for?
I think it’s too new as it’s just a four-year-old label and I still need some time to find my voice. It’s still evolving but I’d say that it represents elegance and sophistication. I’m trying to discover my own voice by putting myself out there with a show like this. It’s my first show and so far I have retailed from my shop.

What have been your learnings as a fashion entrepreneur?
The more you see, the more educated you become. I think there’s a lot of fashion potential in India. Being part of the industry, I’m well-informed as to where fashion in India is headed. I’ve been lucky to be part of the fashion story as I am passionate about it and it really interests me. The whole idea behind the pop-up store was to put India on the global firmament. Having worked with so many designers and brands, I am able to take better decisions as an entrepreneur.

Is there a style icon you admire?
I observe a lot of street style. I’d say Rekhaji is eternally stylish and sexy. One looks at everyone but it’s crucial to nurture one’s own sensibility.

How’s your personal style?
Feminine, classic with a fun twist. I have a weakness for whites, pastels, greys and blacks. I think shift dresses are most comfortable to wear. Style should be simple, the simpler, the better. Having said that, once in a while one can go crazy.

Pernia Qureshi, after separating from ex-husband Arjun Prasad, has been juggling between Mumbai and Delhi; will be heading on a Kuchipudi India tour next
Sanyukta Iyer (MUMBAI MIRROR; August 7, 2015)

Daughter of Delhi-based meat magnate Moin Qureshi, Pernia Qureshi's wedding was the talk of the town after news spread that her John Galliano-designed gown had cost Rs 80 lakh. The actress tied the knot with UK-based banker, Arjun Prasad, in 2011, and they moved into an apartment in Lodhi Gardens, paid for by the bride's father. In less than a year, the couple split. Hot-headed Arjun reportedly got into a spat with Priyanka Gandhi's high-profile husband, Robert Vadra, at the launch of a nightclub. He also supposedly got into a verbal altercation with Amar Sareen, Pernia's former friend. There was also talk of Arjun taking off with some of his father-in-law's money. Last heard, Arjun was cooling his heels off in Dubai.

Elegant and dignified, Pernia insists that the experience hasn't put her off the institution. "At the moment I'm happy being single and busy with my work. But when the time is right, I will marry. Right now, I am focussing all my energy on work," she asserts, with her head held high. The fashionista-turned-fashion designer makes her acting debut today in Umrao Jaan director, Muzaffar Ali's comeback film, Jaanisaar. The period romance set 20 years after the First War of Indian Independence in 1857, has her as Noor, courtesan who has lost her heart to an Indian prince, Ameer, brought up in England, played by Pakistani actor, Imran Abbas Naqvi. Before the film went on the floors last year, Pernia trained with Kathak maestro, Pandit Birju Maharaj, in Delhi. "Not all dancers are great teachers but Maharajji is both. We grew close during the course of our one-on-one dance sessions and I will cherish his teachings forever," says Pernia, recalling how she kept looking towards Ali for approval when they were shooting a Kathak dance, but he kept a poker face, only complimenting her after the shoot was over. "His opinion really matters because I know Muzaffar sir never says anything flattering or frivolous. But he has always made his women look sensual and I trust him implicitly."

Next month, she takes off on a nationwide Kuchipudi dance tour and plans to start learning Odissi next year. What about movies? Pernia admits that there are no offers in hand, at the moment. "I'd rather wait and do a great film with a director I look up to than one just for the heck of it," she shrugs.

You only have to look into her beautiful face to know this isn't just another actress. Her parents insisted she complete her education before pursuing a Bollywood career.

She got a Masters degree in dance from the US and returned to India five years ago. Her first job was as costume designer for childhood buddy, Sonam Kapoor's home production, Aisha. "It was by a random coincidence that I got associated with the romcom. I was barely paid anything but I enjoyed it since it was my first real job," she reminisces with a smile.

She's often been in the news for her close bonding with Sonam Kapoor and of late, Jacqueline Fernandez. But she's quick to point out that they are not her only friends. "I have no hang-ups. I get along with everyone from my generation, even if they are rival designers like Masaba (Gupta) and Nikhil (Thampi). They are my close friends," says Pernia who has launched her own clothing line, a pop-up store and multiple fashion labels. "I want to go international with my line and store by year end," she signs off.

Chaya Unnikrishnan (DNA; August 2, 2015)


Jaanisaar starts 20 years after where Umrao Jaan ended. Why do you think you are the best choice to take the journey ahead?
(Laughs) I think this question should be asked to director Muzaffar Ali. I think he wanted a fresh face for the role. A girl who can live and breathe the role of Noor (her character in the film). Also, she had to be somebody, who is interested in dance because dance and Noor are synonymous with each other. I have been dancing since the age of three and dancers have a certain body language that non-dancers lack. Also, they can effortlessly sport the ethnic look. Muzaffar saab saw me at several dance recitals — I even performed at his sufi festival. He must have liked the way I expressed and emoted to cast me as Noor. Now, that I have lived and breathed Noor for a year, I can’t see anybody else playing her. Noor and I have become best friends. Not only did I get to play a character which has dance at its core, I got to dance to steps choreographed by Kathak legends. It’s a dream debut.

You must have seen Rekha’s Umrao Jaan...
Yes, I have seen it 30 times. Umrao Jaan has been my favourite movie since college days. Rekha is one of the finest actresses we have. She is an example to live by— even if I manage half of what she has achieved it’ll be great. I loved her in Khoobsurat, she was so good in comedy. Actually, she was good in every genre, great at drama — showing a vulnerable, emotional side to her. She is also a fashion icon — so effortlessly stylish and sophisticated. She is an inspiration for all the young girls.

What is the best part about doing a costume drama?
I loved it. I am a girlie girl and love to dress up. I got to wear beautiful clothes and exquisite jewellery. I felt like a princess. In fact, I watch a lot of movies for costumes. My favourite costume drama is Vyjayanthimala’s Amrapali. I would love to remake the film just so that I can wear each and every costume she wore in it. I also like Jodha Akbar and Lagaan. Muhgal-e-Azam is another favourite. The clothes were so feminine, so conservative covering the heroine from top to toe, but yet so sexy. It helped that the most beautiful woman —Madhubala was wearing it! In recent times, Baahubali has some of the best costumes.

After Muzaffar Ali, which other directors do you want to work with?
I enjoy family dramas, that’s my favourite genre. I love Sooraj Barjatya’s films, epecially the way all the traditional functions are shown. Another director I would love to work with is Mani Ratnam. He is a sensitive filmmaker — the way he tells stories, the characters, and shoots his films is visually appealing. He has a great sense of music. He is a genius.

The stylist will move to Mumbai to join films as soon as she develops a thick skin
Mitali Parekh (MUMBAI MIRROR; March 1, 2015)

Pernia Qureshi is first and foremost a Kathak and Kuchipudi dancer. Then she's a stylist, entrepreneur, author, designer and lately an actor. "I'm not used to having a free moment," says the 26-year-old. "I'm a boarding school child. My endeavour has been to find financial independence through things that I love doing so it doesn't seem like work. I'm not there yet, but slowly I will be." Her interest in fashion led to an internship with Cosmopolitan when she was on vacation in India. She discovered she liked it and followed it up with more work in New York.

A liberal upbringing opened these avenues to her. "Coming from a conservative Muslim family, my mother was never allowed to pursue her passion for dance. The first thing she did when here was sign up for Kathak. My sister and I would go along with her. But only I ended up pursuing it," she says.

Qureshi was first noticed as part of the fashion power posse; the other members being actress Sonam Kapoor, producer-cum-stylist Rhea Kapoor, stylist Tanya Ghavri and make-up artist Namrata Soni. They all met while working on Aisha. "Rhea and I clicked at a party because we are both extroverts," she says. "They already had a stylist on board. A few days later, she called me to say that their costume designer couldn't do the movie. I hadn't worked on a movie before, but I learnt on the job." The movie bombed but the team became power brokers in the world of fashion retail.

Since then, she has entered the online fashion retail space with Pernia's Pop-up, designed a pret line, written a book on style called Be Stylish, performed at the 2010 Commonwealth Games opening ceremony as part of Raja Reddy's troupe. Later this year, she debuts in designer director Muzaffar Ali's period drama Jaanisar.

"I love performing. I would even do it for an audience of one," says Qureshi, who studied in Woodstock, Mussoorie before studying pre-law at George Washington University in USA. "I think I always wanted to act, but did not admit it. We tend to judge people a certain way when they say they want to be actors. Isn't it a profession like any other? You work at it, you get paid for it, you enjoy it..." Muzaffar Ali, a friend of the family was over at their Delhi home one Eid, and he saw Qureshi dressed in a sharara. He called the next day to check if she'd do the film since he needed a strong Kathak dancer. "We did a screen test and he said I had potential. It's hard to get a compliment out of Muzaffar-uncle, so I thought I should give it a chance."

With a doorway into movies, she now wants to try to make it mainstream. "I want to do all sorts of movies — rom-coms, action, a negative role, something with dance, definitely, even Bollywood dancing," she says. Currently, she's looking for a place in Mumbai's suburbs that are the green room for starry-eyed strugglers. "My needs are simple. I am looking for a house that's easy on the eyes — in neutral colours and in which you can breathe," she says. The only way she's prepping herself for the move is by "developing a thick skin". "When you are an actor," she says, "Everyone has an opinion on your work and life." In Delhi, Qureshi and her Pakistan-born mother Nasreen circulate in hallowed circles. They are front-row regulars at Dior shows in Paris and famously bought out a complete Monisha Jaising collection fresh off the ramp. The family has roots in Rampur and her meat exporter father, Moin Akhtar Qureshi is currently under the Income Tax department's microscope for alleged hawala dealings. It's a subject Qureshi passes off with a 'no comments' just like her short-lived marriage to London-based chartered accountant Arjun Prasad, a close relative of union minister Jitin Prasada. The wedding took place in 2011, with the bride flying down the Armani Prive team for fittings for a pre-wedding gown.

"I'll try everything and give it my 100 per cent, but if it isn't working out, I'll just let it go," she says about her multiple projects, but she could well be talking about relationships.

It would be easy but lazy to pigeonhole her as a girl who likes dressing up. "I think if you spend more than five minutes deciding what to wear, you should get a job or learn something new," she says. "On a day-to-day basis, what I wear depends on what I am doing and how I feel about my body. Most of my life, my routine has been to get up and wear a salwar-kameez, and go to dance class. Then, if I am meeting someone in office, I'll wear a dress. If I am going to be indoors, I'll go in sweats. If I'm feeling fat, it'll be a shift dress."

Qureshi's life is a juggle between throaty Urdu, half-saris and a Nikhil Thampi cut-out gown for the evening. Ask her if she finds herself feel the pressure to be a poster girl for liberal Islam, and she says, "No. Why should I? As proud as I am about my roots, I want to be known for myself and what I have made for myself. Not anything else."

Entrepreneur and stylista Pernia Qureshi, who is now gearing up for a Bolly debut, talks about her new role 
Srishti Dixit (DNA; February 5 ,2015)


You are an entrepreneur, a stylist, a designer, a dancer and now an actor. What’s next on your bucket list?
For now, it is complete focus on acting. I didn’t always know that I want to be any of the things that I am today; I just am open to new ideas as an artiste. I don’t like having free time. I was skeptical when the film was offered to me, but as a dancer I have been performing my whole life so I am used to emoting. My director told me that I already do this and the only thing needed is dialogue and camera. He assured me that I can act so I was like “Okay! Let me try this.” I didn’t realise that I’d have the time of my life, I haven’t enjoyed anything else this much in my career.

How was it like to be on a film set?
I have been on a film set for Aisha as I was styling Sonam for that. But we were like fat kids on the set. We were either eating or trying on clothes. I didn’t take it as a hardcore learning experience. As a live stage performer, I always thought performing live for an audience is the shit because you are under a lot of pressure and that gives me a big high. But somehow acting in front of a camera was the same as performing live for me. I was so upset when the film was wrapped! I was like “I want to shoot some more!” But Muzaffar Ali (director of Jaanisaar) added a scene later, we just shot it so I was really happy.

You’d be speaking a lot of Urdu in the film...
It wasn’t a problem because I am from UP; my father is from Rampur, my mother is from Pakistan. I grew up in a fully Urdu speaking house. I went to an American school but my mother had this really annoying rule when I came back home on vacation, that she would not speak or respond to me unless I don’t talk in Urdu. Her big worry was that I’ll lose my mother-tongue. The good thing that came out of this is that I can speak in Urdu. I had to work on my pronunciation and dialect for the film but the language wasn’t alien to me.

Tell me about your co-star.
Imran is tailor-made for this role. His character had to be extremely well-spoken, he had to have a certain vulnerability and innocence which boys these days hardly have! Actors don’t really have that quality these days because they think and know that they are great! Imran too has the airs of an actor because he is a huge star in Pakistan, but something about him is so sweet even in real life which translated onscreen. We became very good friends very quickly.

He and Fawad Khan debuted almost around the same time but he didn’t make an impact.
I feel by the time our movie comes out people will think that it’s Imran’s debut. In Creature 3D his role wasn’t that big so even in the promotions, he wasn’t around or promoted. Fawad had an equal part to Sonam in Khoobsurat, so he was marketed in that manner. I don’t think Imran got the same kind of opportunity.

You have to start from scratch in the film industry...
I have worked really hard the last two years trying to establish my online shopping business (Pernia Pop-up Shop). In the fashion industry, I feel like everyone knows me and there is a certain amount of respect I get. In films, I will have to prove myself. I am back to ground zero and will have to work twice as hard. There are so many people who have no idea who the hell I am, they are going to see me with a completely fresh perspective, my talent and acting is going to speak for me. I can’t trick people into liking me or fake anything. It’s all depends on how good I am.

What’s the one thing you have that your contemporaries don’t?
I think being a professional dancer works in my favour because I don’t think there is any other actress in my generation who is fully-trained in any forms of classical dance. People take classes but that’s not called professional dancing.

Sonam feels the general perception of an actress in India is that if an actor dresses well, she isn’t much of an actor. Agree?
Oh Sonam! (Giggles) I don’t fear this at all because I feel if you convince somebody who is watching your film that you are that character, you have done your job. If I can convince you for those two hours while you are watching the film that I am Noor, a courtesan, and if I can make you forget that I own a shop or I go to fashion shows in Paris... I’ve done my job. If I can’t then I have to improve, that is what I feel.

One actor you wish to work with?
Salman Khan! That would be like a dream! A film with him where I can be totally filmi! I don’t think my decision to work in a film would depend so much on the actor as on the film. Unless it is Salman, then I would do anything! Sonam will tell you this, there is a really filmi side to me, I am a big Bollywood buff, my favourite movie is Hum Saath Saath Hain. Salman is like a filmi heroine’s dream!

An actress who is a complete package?
Sonakshi Sinha can be extremely demure. You can strip her off her make-up and make her be completely real and she can handle it. She can be totally glamourous as well.

Do you think the same about her style as well?
Not as much. But I believe that when you are an actress it is not your responsibility to be extremely stylish. That is not a must because your job is to convince the audience about whatever part you are playing. Style is an added bonus not a pre-requisite. Fashion police is just mean, don’t put so much pressure on these girls, they are here to act and entertain.

Pernia Qureshi plays a courtesan in Muzaffar Ali's upcoming period drama which bears a striking resemblance to Umrao Jaan
Ankur Pathak (MUMBAI MIRROR; January 14, 2015)

In Muzaffar Ali's upcoming film Jaanisaar, stylist Pernia Qureshi, who designed Sonam Kapoor's look in Aisha, debuts as an actress. She's playing a courtesan in the pre-Independence drama set in the 1870s.

That was the setting of Muzaffar Ali's 1981 film Umrao Jaan too. Pernia says her film is similar the Rekha-Farooque Shaikh starrer in vibe, but is not a remake or a sequel. "It's a new film set in a similar milieu," she says, adding that while Rekha's Amiran had a quiet demeanour and an air of mystery, her temptress, Noor, is outspoken and progressive. "The film is a historic drama revolving around our freedom struggle."

Dismissing similarities with Rekha and Aishwarya Rai's characters in Umrao Jaan and its remake, Pernia says, "I'm prepared for comparisons, they are inevitable, but I'm not copying them. My character is diametrically opposite to theirs. Yes, she's a courtesan too but she's more vivacious than coy. Muzaffar sir portrays his women characters sensitively which is why it's a privilege to debut in a film directed by him."

Did the stylist in her crop up while she was acting? "There was no need. Not even a strand of my hair was out of place in a single shot!" she exclaims. "Muzaffar is such a perfectionist that right from the cat, an extra, to the fabric of the curtains, everything was exquisitely designed and filmed by a cinematographer flown down from Italy. The film looks gorgeous."

However, she is yet to show the rushes to her friends or family. "We should be able to present it by the end of this month. I'm quite anxious about the responses!" she admits.

What next? "I don't think I'm even in the mind of any filmmaker as they haven't seen me act yet," she says candidly. "Only after Jaanisar releases will I know where I stand as a performer!"