The fashion week party that went pop

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Parties are the norm as fashion weeks conclude, but this one didn't quite go the way it was planned and left all parties involved slightly edgy on the last evening.

Fashion entrepreneur and stylist Pernia Qureshi had planned an event at one of the restaurants at the venue. Pernia described it as a private party for friends, but the FDCI saw it as a proxy promotional activity for her own fashion venture and some sharp words were exchanged before it was called off. A fuming FDCI president Sunil Sethi told us, "She planned a party at our venue without taking due permission, and alcohol was being served there, when no other food stalls in the area is allowed to serve liquor at the venue without licence and other permissions. When we have Amazon as our sponsors, she was trying to promote her online brand by hosting a private party at our venue. This is ambush marketing." Pernia, however, said that she only intended to have a get-together with her friends. "I think there has been some miscommunication. I only wanted to have a get-together with a couple of friends and there was no party as such," she told us. Pernia, however, didn't comment on the invites that had apparently gone to people from her team inviting guests from the media and others for the party on behalf of her brand.

Harmeet Bajaj, director of the restaurant, was seen having a conversation with Sethi regarding the issue. She said that the staff at the restaurant received a request from Pernia to host a private party , which is routine. "At every fashion week, we have designers hosting parties with us, but in this case it never occurred to us that this party can be for the promotion of her online brand. I agree that this is am bush marketing. I must say that it is quite gutsy for her to take such a step. We didn't even know that the FDCI was not informed about this party . She approached our staff saying that she wanted to host a get-together for 20-30 of her friends and we didn't realise that it could be used as space for her online brand," said Harmeet.

Pernia was seen telling her guests who had turned up in response to the invite, "There is no party , but you are welcome if you want to grab a quick bite."Read more at:prom dresses uk