If you love quirky prints and colours, then you would definitely know about designer Nida Mahmood, popularly called the queen of kitsch’. The designer, who made a debut at the Lakme India Fashion Week in 2006, has come a long way. Now, with the Wills India Fashion Week a few days away, here’s an exclusive peek into her Summer/Spring 2014 collection.
Nida speaks to us with an infectious enthusiasm. She says, “My latest collection is called Bombay Bioscope’ and draws inspiration from the 100 years of Indian cinema. It is inspired by various forms of art like constellation and triangulation. So you can expect geometric shapes in design and silhouettes.”
After designing stylish and chic clothing, the next factor is the pricing; it is the most decisive factor for the success of any brand. “If you want to own a NM [the label Nida Mahmood], then you might have to pay a little higher than usual. But then, this is more of a piece of art than just clothing. Of course, I would love to see many wearing my label, and might come up with another, more affordable line soon.”
With even the biggest designers taking the online route, we wonder if Nida will follow suit. “I am open to experimenting and collaborations. In fact, my label is already retailed through several online portals but I would like to expand it.” And what about competition? “It doesn’t bother me but pushes my work harder. Also, I always keep myself grounded and keep a reality check.”
Not many know that Nida is a painter, writer and designer and in her own words: A multiple personality. “I constantly push myself to do better, which sometimes surprises me too,” concludes this versatile designer.
By: Isha Gupta