Nida Mahmood is someone for whom clothes are a language. The convey wit, humour, irony,sophistication and style.
She is an artist, fashion designer and a painter. With a diploma in Fashion Design from NIFT and the award for the “Most Creative Design Collection” in the graduating show, she sets out to reach for the stars.
After having worked with stalwarts like Hemant Trivedi, Manish Malhotra and Aki Narula at Sheetal Design Studio, Mumbai and then at Ogaan (Kavita Bhartia), Ranna Gill and Puja Nayyar in New Delhi and having handled numerous theme-based shows she decides to take off on her own.
Letting her embryonic abilities sprout limbs, she was invited to launch her label ” Nida for SKIN” in the celebrated Med-Mosaic Series at Olive Bar n Kitchen (New Delhi), which stalwarts like Manish Malhotra, Manish Arora, Bina Ramani, Ritu Kumar, Ranna Gill and many others have been part of.
Fashion, for her, is an emotional rollercoaster with designs flowing out in an endless creative process. Her forte, conjuring up great images and little dramas leads to that fine ‘method of madness’ making apt use of what she calls “the personal imperfections of the human hand”.
The label epitomizes her design philosophy “art translated” in more ways than one. It embodies a unique look- that which breaks all boundaries, which believes in combining disharmonious elements together into a unified whole. Embroideries are blended “harmoniously” with experimental details to achieve the look.
It will not be wrong to say that SKIN is a balanced mix of “the classic with street”. Determined to bring individualistic ideas to the forefront, marrying whimsical styling with old fashioned design.
SKIN
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A TRYST WITH PARVEEN
The inspiration comes from -A beautiful mind. Based on the characteristics of the enigmatic Parveen Babi, the collection is all about breaking boundaries and pushing the line. It is about the unconventional. The collection is about an ordinary- beautiful mind- with its light and dark shades. About the passion and conviction and at the same time the insecurity and fear, about strong ambition at the same time about parched emotions.
It is about a very beautiful and attractive woman who is intelligent and ambitious. She wants to reach out for the stars. She is unconventional, bold and confident. She is very charismatic and strong willed, yet, very emotional, insecure and parched for love.
Parveen babi is “hijaab translated” in more ways than one. Hijaab- the symbol of conservatism is beautified and glorified by the character sketch of parveen babi. She is all about the idea of following ones heart and not following the book…. Running like the wild horse in the woods and not be chained by self imposed rules…. soaring high in the blue sky without fearing looking down. The concept of hijaab is translated in a beautiful way where parveen symbolizes the translated hijaab. Where the hijaab is no longer the symbol of conservatism but a beautiful symbol of conviction, the unconventional, and bold.
The collection is the image of the modern femme-fatale, exploring and juxtaposing both lighter and darker sides. The designs emanate a distinct radiance and a thoughtful amalgamation of texture, color, function and form. There is a fine balance between modernism and romanticism.
Detailing revolves around different kinds of pin tucks, pleats and darts with highlighting contrast facing. Quilting and texture based machine and hand embroideries form an integral part. Subtle fine detail is the core focus. Even the buttons are hand-crafted. Focus on peeping contrast- facing is very important to the core idea of “light and dark shades of a personality”.
The inspiration runs parallel with the look from the 70s. A decade that is integral to the heritage of miss 60.
Rich brown and lustrous amber, gold hues, sexy fuchsias and deep reds. Thoroughly glamorous and effortlessly stylish.
