Maachis, Sadak Chaap and now Sapna Cinema. You may love or hate Nida Mahmoods kitschy, bohemian work but there is little chance youll be able to ignore it. Whether its the catchy names of her collections or the vibrant clothes she puts out season after season, Nidas work is hard to miss. But for someone who is known for all things kitschy, does her work risk being predictable?
Not at all! My muse is India. I find myself attracted to the basic, boring things around us. Its fun to completely spin it around and dramatize it. Its different every time, says Nida.
For someone who debuted at WIFW in 2006 as a Gen Next designer, Nida has come a long way in the past 6 years, selling her label in 25 stores across 8 countries.
As to plans to launch her own flagship stores, Nida says that it may take some time. Im not meant to be in a mall. I need a space that is about art. I am an artist and Id like to create a vibrant, artsy space for my work.
Could waiting for the right space mean losing out on business? Nida disagrees. I dont want to be in a space where the focus is only numbers. I think of my clothes as art. I think I create history with every piece that I make. Itll get its due, if not today then tomorrow, she says.
AT WIFW SS 2013 Nida has titled her collection Sapna Cinema which she says centres around psychedelic dreams in Technicolor cinemascope. So once again expect the ramp to explode with colour, graphic prints and a piece-of-India when Nida shows her collection at WIFW on the 10th of October.