Devnaagri to host pop-up at Pernia’s Pop-Up Shop’s Kala Ghoda flagship

By

Isabelle Crossley

Published
Aug 19, 2019

The ethnic wear brand Devnaagri will showcase its latest collection “Ziba” at Pernia’s Pop-Up Shop’s flagship store in Kala Ghoda on August 21 to bring its festive line to Mumbai shoppers.

The latest pop-up event in Pernia’s Pop-Up Shop’s busy summer schedule is a collaboration with the New Delhi-based traditional wear brand Devnaagri. The brand will bring its “luxury prêt festive collection” Ziba to the multi-brand store on Wednesday for a day-long pop-up event, according to Pernia’s Pop-Up Shop.

Devnaagri’s Ziba collection is inspired by the beauty of women and is a modern, paired-down take on traditional wear. Textiles feature block printing techniques and embroidery as well as hand painted details. Designed for the upcoming wedding season, the collection features a variety of lehengas, kurtas, and sarees. 

Devnaagri was founded by the design duo Kavita Jain and Priyanka Jain. The brand has a flagship store in New Delhi and dedicated e-commerce site and is also stocked in a number of multi-brand boutiques across India’s metros.

Pernia’s Pop-Up Shop, owned by Purple Style Labs, is pursing an omni-channel expansion strategy and using in-store events to drive offline sales. The brand is continuing to expand its brick-and-mortar footprint across India as it gears up for its first international flagship store opening later in the year.