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Pooja Shroff’s Pop-Up Sale on Amazing Clothes was a True Winner

Tehnaz Dastoor

I had the opportunity to meet the lovely, vibrant and extremely talented Pooja Shroff during her 3-day Pop-Up Sale in Kolkata recently. Speaking to Pooja about her clothing and sense of style I observed that she had designed a wide range of clothing, from traditional lehengas with a twist to quirky outfits for those that wanted to make a bold statement when they entered the room. In fact, there was something for everyone!

Walking into the Pop-Up store itself I noticed that the décor was a reflection of Pooja’s student days at New York’s Parsons School of Design with a large wall of posters of Broadways shows such as Phantom of the Opera, Jersey Boys and Rock of Ages. On the other side there was a typical London Phone Booth utilized as the trial room and between these two was a profusion of vivid and eye-popping colors as well as beautiful prints which enticed the shoppers towards them.

During our FaceBook Live interview Pooja mentioned that what was the new and innovative part for the upcoming festive celebrations, be it Eid, Rakhi, Durga Puja, Diwali, Christmas or the wedding seasons was the “texturing, detailing and pleating” which added to the sophistication of the outfits. The cuts were asymmetrical and extremely flattering for all body types and she had kept the price range very affordable so that anyone could walk into the store and pick up an outfit to suit their wallets.

Her color palette ranged from bright yellows, pinks and reds to more subtle ice blues and greys and she had a wide range of eye-catching prints. The fabrications used were mainly silks, crepes and nets with thread work, zardosi and parsi work embroideries. These highlighted the sharp cuts of her maxis, palazzos, jump suits, anarkalis and saris which were paired with capes and off-the-shoulder blouses, all pleated, gathered and textured to compliment the figure.

Pooja stressed that she did not design her clothes only for those with a perfect figure but rather she wanted to make women of all shapes and sizes feel glamorous and beautiful. And this she certainly did achieve for I noticed women of various different proportions trying out her clothes and leaving as extremely satisfied customers from the store!

So the next time Pooja Shroff comes to town with her exhibitions – ladies pick up your bags and head for her store as you will find something to suit your wallets and you will return with high quality, individualized clothing, tailored to suit your shapes, in extremely fashionable styles. In other words in a Pooja Shroff outfit you will be the talk of the town! And you will be in august company as various celebrities in the fashion and film fraternity have also adorned her creations. To name a few: Jacqueline Fernandes, Bipasha Basu, Helly Shah, Sana Makbul, Parno Mitra, Karishma Tanna and Amy Jackson.

Pooja is currently retailing from Aza, Ogaan, Carma, Fuel, Collage, Vesimi Dubai, Ole, Kayra, Pitaarah, Angasutra, Manomay, Azraa and Vachi.