Poorvi Munim

Background

About Poorvi Munim

A business model that germinated from hobby and passion - fashion and travel. FUNCTIONALITY - QUALITY - EVERYDAY LUXURY Whim represents a philosophy of dressing to showcase individuality and personality by building a functional wardrobe, with an effortless twist to everyday wardrobe essentials. We believe in style that comes with comfort, confidence and ease, not fashion. To break away from the endless lines of chain store carbon copies, we comb through Asia’s hippest fashion designers to provide quality, minimal and edgy alternatives to mass-produced fashion. Whim deals exclusively in women's western wear and sources from some of the best new designers across Asia. Our focus is to find clothes that give the sartorialist on the go the best value for their money, while simultaneously satisfying their style cravings. In essence we bridge the gap between high-street and designer clothing. Our clothes are designed in South east Asia and Made in India. Whim was founded by Poorvi Munim, a freelance costume designer with nearly a decade of experience of styling under Arjun Bhasin for movies, advertisements and print. Dil Dhadakne Do, The Reluctant Fundamentalist, Life of Pi and Kill Dil are among the blockbuster films she’s worked on. The idea of Whim, the clothing brand, germinated in Poorvi’s mind for several years, but was officially born in 2015. The concept of bringing alternatives to mall-bought clothing came to Poorvi as she, too, was always struggling to find quality clothing, not just for her styling work, but for herself. A passionate traveller, she was inspired by small, bespoke boutiques during her explorations and decided to bring some of the edgy style back to India with her.