Indian fashion just scored its biggest win on the global luxury stage. On June 11, 2026, designer Payal Singhal debuted her latest collection ‘Shahnameh’ at the grand launch of Pernia’s Pop-Up Studio‘s new flagship store on Madison Avenue in Manhattan. The 20,000-square-foot space sits directly opposite Dior, marking a symbolic moment for South Asian fashion in the heart of New York‘s luxury shopping district.
The event brought together leaders from fashion, beauty, media, and the South Asian community. South Asian Fashion Week (SAFW) and The Culture Tree hosted a panel discussion celebrating Indian fashion’s growing dominance worldwide.
Payal Singhal: ‘This Is the Dream We All Had’
Singhal recalled coming to New York 25 years ago for her first pop-up show. Back then, she was building a movement to spread awareness about South Asian fashion. Now, she sees a major shift.
“The fact that Pernia‘s Pop-Up Studio has opened a 20,000 square foot store on Madison Avenue opposite Dior is a moment,” Singhal said to cheers from the crowd.
She continued: “This is the dream we all had where we wanted to take South Asian fashion, not just to the mainstream as contemporary Indian wear, designer or as a curator, but also to showcase Indian fashion on main street New York. To have Indian fashion selling on Madison Avenue is a big one.”
The Store: A One-Stop Destination for Indian Design
Pernia‘s Pop-Up Studio is now open at 601-603 Madison Avenue in New York. The multi-designer store spans multiple floors and offers a wide range of styles: prêt, menswear, fusion, occasion wear, and bridal couture.
The store features designers including Gaurav Gupta, Rahul Mishra, Tarun Tahiliani, Masaba, Amit Aggarwal, and Payal Singhal. It describes itself as a “one-stop destination for Indian design on the global stage,” offering everything from everyday essentials to wedding masterpieces.
Anish Melwani: A Culmination of 20 Years of Progress
Anish Melwani, former Chairman and CEO of LVMH North America, spoke at the panel about how long this moment has been building.
“This is one of those moments that feels like it’s all of a sudden but it has been building for more than 20 years,” Melwani said.
He pointed to a key change: “If I think back 20 years ago, we didn’t have 20 Fortune 500 CEOs who are of Indian or South Asian origin. I think what you see now is what feels like an all-of-a-sudden moment but is actually a culmination of people feeling more comfortable with Indians and South Asians in positions of power and recognizing their contributions across various fields.”
SAFW and The Culture Tree: Building a Home for South Asian Creativity
Shipra Sharma, CEO and founder of South Asian Fashion Week, explained the mission behind the event.
“SAFW has always been about more than a runway. It is about building a home for South Asian creativity in the places where global culture is decided,” Sharma said.
She added: “In the coming years, we will continue to drive South Asian fashion to all the global fashion capitals across the world.”
Anu Sehgal, founder and CEO of The Culture Tree, called the collaboration a reflection of growing global influence.
“As fashion becomes a powerful expression of identity, storytelling, and representation, we want to celebrate the creativity and entrepreneurship shaping the modern South Asian diaspora,” Sehgal said.
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What the Event Means for South Asian Fashion
The event placed “South Asian culture, fashion, and identity at the center of the global conversation,” according to The Culture Tree. Since 2022, SAFW has been introducing South Asian designers to American audiences.
The panel discussion explored how creator platforms and digital commerce have helped South Asian design expand into the global luxury market faster than ever before. Media and digital platforms are shaping new cultural narratives and consumer behavior around South Asian fashion.
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