Designer Pernia Qureshi, who has introduced the concept of "Ramp to Rack" at Lakme Fashion Week summer-Resort 2013, has now associated with Wills Lifestyle India Fashion Week (WIFW) Spring-Summer 2014 to ensure every fashion enthusiast has easy and instantaneous access to the latest collection straight off the runway.
Ramp to Rack works on a simple format - the collections showcased by select designers at WIFW go live on Qureshi's pop-up shop as soon as they hit the runway and are open to be booked by the fashion portal's customers across the globe.
The designer has tied up with designers like Anupama Dayal, Masaba Gupta, Rahul Mishra, Pia Pauro, Namrata Joshipura, Dev R. Nil, Krishna Mehta, Hemant & Nandita and brands Annaikka, Bodice and Surendri for the concept.
Speaking on this collaboration, Qureshi said: "As an avid shopper I love instant gratification and that's why I came up with this concept. Now my customers can order fresh off the runway looks immediately from PPUS! There is no other online store that offers such a quick runway to delivery service. Its just another step to revolutionizing the shopping experience of my customers worldwide."
The online fashion boutique already has known menswear designers retailing their clothes. Among them are Rajesh Pratap Singh, Atsu Sekhose, Rohit Gandhi and Rahul Khanna, Raghavendra Rathore and Suket Dhir.