Nida Mahmood
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.
The brand has a strong artistic veneer. It’s about orchestrating and delivering a total experience based on a deep understanding of what the consumer wants. The brand delivers an experience that’s positive, memorable, and unexpected
Nida terms her AW13 collection as “Must!-Qalandar”…not all those who wander are lost.
“An ode to the mystics and minstrels, the footloose and fancy free. The ones with their feet dancing on earth and minds in the open sky.Must!-Qalandar is a celebration. A celebration of the relationship between Mother Earth and her favorite Vagabond. Eco-Passionate, Organic, Natural; Free-spirited and Spontaneous. Must!-Qalandar rises from our Roots; Weaving colorful stories and Spinning dramatic yarns. About our lost crafts and traditions; Chugging through time and space – Steampunking ahead!”
The collection is a mélange of textiles from various regions of India.
Beautiful weaves from Narayanpet in Andhra Pradesh. Rich Tussars from Bhagalpur. Exotic silks and some modern fabrics form the backbone of the collection.
Techniques used are Kantha from Bengal, Daboo printing from Rajasthan and some modern interpretations of these techniques garnished with the quirks of India.
Prints take an interesting turn marrying the softness of Indian imagery in a steampunk fashion.
Colors are inspired by the Eco-Passionate Organic traveler in shades of Blues and Greens. A dash of Orange, Yellow, Grey and Grayscale with a twist of Red!
BUYERS CONTACT
Pragati Bhardwaj
M: +91 8447395440
T: +91 11 40546052
F: +91 11 26018380
E: buyers.nidamahmood@gmail.com
MEDIA CONTACT
Hena Anand / Pragati Bhardwaj
M: +91 9818348464 / +91 8447395440
T: +91 11 40546052
F: +91 11 26018380
