Nida Mahmood: The kitsch queen of Indian fashion | fashion and trends | Hindustan Times
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Nida Mahmood: The kitsch queen of Indian fashion

fashion-and-trends Updated: Oct 28, 2010 19:43 IST
Raghav Sikka
Raghav Sikka
Hindustan Times
Highlight Story

The young and famous entrepreneur Nida Mahmood lit the ramp on fire with her latest Spring Summer collection called MAACHIS on day 4 of the Wills Lifestyle India Fashion Week.

The collection included breezy tunics with shorts, off shoulder dresses, combat shrug jackets, dungarees and asymmetric tops and t-shirts. A variety of Swarovski elements were used in nearly each of her garment. Be it dresses or pants, it was clear that Nida had focused on the hip area of the body this season. The collection bragged on uncomplicated wearable silhouettes with minor details on the sleeves along with shoulder patches.

Colors came from the vibrant combination that we find on match boxes as lots of whites, creams, beige, shades of grey, peach, lime green to military greens, yellow, flushed pinks, sky and indigo blues along with dashes of black were prominent throughout Nida's show.

The prints in her new product line included owls, bicycles, concentric hearts, lotus stars, radios, flowers, bollywood faces and electricals, all enthused by different match boxes across India. Digital printing, resham hand embroidery, machine dori work, screen and block printing were the various techniques used in printing Nida's collection.

When asked about her matchbox concept, Nida said, "The art on the matchboxes forms a very large, vibrant and unique canvas of popular Indian street art and culture. Indian Pop Art being our consistent muse, matchbox art graphics were picked, created, re-created to sketch the protagonist in this narrative. Going further and deeper, matches and the matchbox flavor inspired explosive form and patterns manifested on the garments, art, accessories and products.

"I like everything that is mundane and boring and try to make it dramatic," she added. In terms of creativity and authenticity, Nida Mahmood has done an exceptional job of taking Indian fashion to a whole new level with expressive art and exciting themes.