Masaba Gupta wants to make the world's first 'shoppable' mannequin challenge

Gupta told ETPanache that she’s in the process of taking the mannequin challenge and giving it a stylish twist. So now you can shop via an app that features the mannequin challenge. “We wanted to make the world’s first ‘shoppable’ mannequin challenge wherein you can not only view, but also buy and get information about the products,” she says.

The biggest task at hand, says Gupta, will be to “create looks and styles that would be eye-catching beyond the context of a mannequin contest video. At the same time the video had to bring out the details of the garments without being intrusive and disruptive.” Challenge accepted?.