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FASHION INTERVIEW

High on aesthetics and creativity – Direct and Exclusive with queen of kitsch and fashion Nida Mahmood

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We made attempt to coalesce blocks of jigsaw puzzle with Bohemian, free spirited, vibrant,quirky, whimsical, street style, rustic and fanciful elements together and got a finished output that remains high on aesthetics and creativity. We are talking about Creative prowess of Brand NIDA MEHMOOD who not only churns out ingenious ensemble but also extends her creativity towards arty objects and accessories that are spiced up with verve and quirkyness. No wonders she is rightly termed as QUEEN OF KITSCH as her panache is to marry classic aesthetics with street art. Her collection is not meant for those who want to go unnoticed.

“FASHION IS A LIFESTYLE. ITS A WAY OF LIVING. IT NEVER JUST CLOTHES. WHAT WE EAT, HOW OUR HOMES LOOK, OF COURSE WHAT WE WEAR AND SO MUCH MORE DEFINES FASHION”

Nida Mahmood

Nida Mahmood is synonym for ingenuity and dexterity, she applies her insightful sense and creativity to transform mundane objects into arty and exemplary pieces of art be it on the canvas or a fabric. This young and dynamic fashion Connesiur always gave a wirl in vivid verticals of writing, painting, sketching, directing film, interiors and fashion designing. Her noteworthy designs have made quite an incredible mark globally, element of unconventionality and presentation of the same always created a rage. Her discerning clientele boasts of A listers from Hollywood and back home fashion connesurs. lead protagonist in a sci-fi Hollywood movie PIA or Lady GAGA, who is known for her choice for eccentricity are in awe of her innovative designs.
Nida made impressive beginning of her journey as she worked with fashion veterans like Manish Malhotra, Hemant Trivedi, Aki Narula, to name a few. She has proved her credentials as a strong contender in fashion industry within no time. She breaks the mould and bucks the trend to present out of the box designs.. Her collections Bun Maska, High on Chai, Good luck Irani Cafe, Sadak Chaap, Machis, Bioscope, The Great Indian Bohemian Tamasha, Sapna Cinema received rave reviews for trail blazing themes and out of box presentation. Masaledaar flair and Inspiration behind these concepts is drawn from gullies, littile streets, paanwalas, baloon sellers , rich culture and vibrancy of Rajasthan. Innovative and fresh appeal indeed. She has been very strong-minded and opinionated about fashion. Barkha Arora, HIGH ON PERSONA got candid with NIDA MAHMOOD as she walked her through the step by step progress of BRAND NIDA MAHMOOD. She puts down her sketching pens to talk to us about her unique world starting from her business dynamics to her personal front.

Whats fashion for you and whats your fashion mantra ? FASHION IS A LIFESTYLE. ITS A WAY OF LIVING. IT NEVER JUST CLOTHES. WHAT WE EAT, HOW OUR HOMES LOOK, OF COURSE WHAT WE WEAR AND SO MUCH MORE DEFINES FASHION.

Tell us about your recent collection ?
I AM WORKING ON A FEW VERY INTERESTING LINES. ONE IS INSPIRED BY OLD SCHOOL INDIAN STYLE OF PAINTING ESPECIALLY FLOWERS. ANOTHER IS INSPIRED BY GEOMETRIC. IM WORKING ON A VERY INTERESTING SHIBORI LINE AND MUCH MORE.

Your love for Rajasthan is well known, how does pink city inspire you ?
I LOVE THE COLORS FROM RAJASTHAN TEXTILES. TIE AND DYE, BAGROO BLOCK PRINTING, THE SOLID VEGETABLE DYING. THE LIST WILL GO ON. THERE IS SOMETHING ABOUT RAJASTHAN THAT DEFINES INDIA FOR WHAT IT IS IN SO MANY BEAUTIFUL WAYS.

What do you like the most about Rajasthan and how often you travel to pink city ?
I ABSOLUTELY LOVE THE POTTERY FROM RAJASTHAN. I CAN NEVER GET TIRED OF THEM.

 Ideal romantic getaway for you ?
I LOVE PLACES CLOSE TO NATURE. I LOVE GOING TO KRABI IN THAILAND. I LOVE ICELAND. MOST PARTS ARE BREATHTAKING. SO IS IRELAND.

 Who’s is your favorite designer from across the globe?
I LOVE ALEXANDER MCQUEEN. HIS WORK HAS BEEN PATHBREAKING AND SPEAKS A LANGUAGE THAT CANT BE REPLICATED. I ALSO LOVE TOM FORD, JOHN GALLIANO (HOPING TO SEE MORE OF HIS WORK NOW THAT HE IS BACK).

How it felt to drape lady Gaga ?
IT WAS AN AMAZING EXPERIENCE TO MAKE CLOTHES FOR LADY GAGA. SHE IS WILD AND EXPERIMENTAL. MY WORK DEFINES THE SAME WILD SPIRIT.

Who is most stylishly dressed in Bollywood ?
I LIKE RANVEER SINGH FOR HIS BOLD EXPERIMENTATIONS, I ALSO LIKE SONAM KAPOOR.

How fashion forward people of Delhi are ?
IN POCKETS IT IS VERY FASHION FORWARD. STREET FASHION IS PRETTY MUCH AROUND A HANDFUL OF HIGH STREET BRANDS THOUGH.

How would you define your own style sense ?
I AM BOHEMIAN. I DONT LIKE TO FOLLOW TOO MANY RULES. MY SIGNATURE STYLE IS ONE THAT IS AN AMALGAMATION OFCOOL AND CHIC WITH STYLISED INDIAN INFLUENCES.

Your take on subtle vs bling ?
I LIKE SUBTLE MORE THAN BLING. DASH OF BLING, HOWEVER,IS VERY STYLISH.

Popular Indian silhouettes for the season ?
LOOSE TUNICS OF ALL SHAPES AND SIZES AND LENGTHS. HUGE EMPHASIS ON SLEEVES THIS SEASON.

Give us insight into your day to day life ?
ITS ALWAYS CRAZY. I WORK BETWEEN MY FASHION LABEL TEAMS AND MY WEDDING DESIGN COMPANY TEAM. WHILE I TYPICALLY HAVE TO JUGGLE WITH WORKING ON DIGITAL PRINTS AND EMBROIDERIES TO EXPERIMENTATION ON NEW IDEAS FOR NEXT COLLECTS AND COLLABORATIONS IN THE PIPELINE, WEDDING CLIENTS FOR CLOTHES AND THEN ACROSS TO WEDDING CLIENTS FOR WEDDING DECOR. YOU COULD THROW IN A FEW INTERVIEWS LIKE THIS ONE AND FUN PROJECTS THAT KEEP POPPING UP. IF I FIND TIME I TRY TO DO RESEARCH ON NEW IDEAS AND GENERALLY ENHANCE MY INFORMATION ON WHATS GOING ON IN THE WORLD IN RELATED FIELDS.

You are so well maintained, what do you do to keep yourself so fit and maintained ?
I AM A VERY DISCIPLINED PERSON. I EAT RIGHT AND EAT ON TIME. MY MEALS NORMALLY CONSISTS OF SALADS, GREENS, JUICES IN THE MORNING. A PROPER LUNCH WITH CARBS AS WELL AS PROTEINS BUT DINNER IS ALWAYS SUPER LEAN. I EAT BY 730. NON FAT GRAINS LIKE BAJRA OR QUINOA WITH ANY VEGETABLE, A BOWL OF SALAD AND PERHAPS A LITTLE DAAL. I NEVER TOUCH RICE OR ROTI AT NIGHT.
17- Tell us more about your diet and beauty regime ? I AM A BELIEVER OF NATURAL INGREDIENTS. WHETHER IT IS THE FOOD I EAT OR ANYTHING I PUT ON MY SKIN. NON OILY FOOD GOES A REALLY LONG WAY. I MAY USE A NATURAL PACK ON MY SKIN WITH SEASONAL FRUIT PULP AND GROUND DAAL.USUALLY I DONT DO MUCH. I DRINK 3 LITERS OF WATER AND EAT A LOT OF SALAD. ONES SKIN REFLECTS WHAT ONE EATS. YOU CAN PUT ANY AMOUNT OF EXPENSIVE FACE PACKS BUT IF YOU ARE TAKING IN UNHEALTHY FOOD YOUR SKIN WILL NOT BE ABLE TO LIE.

How would you like to define feminism ?
BEING A STRONG INDEPENDENT THINKING PERSON WHO KNOWS HOW TO RESPECT HERSELF WITHOUT FEELING THE NEED TO DISRESPECT MEN. I THINK FEMINISM DOESNT MEAN MALE BASHING AT ALL. A WOAMN NEEDS TO BE SURE OF WHO SHE IS AND BE FIRM ABOUT WHAT SHE BELIEVES IN. THAT IS FEMINISM FOR ME.

Do you feel that feminism has been able to fight the class segrigation in our society ?
SADLY NOT REALLY. WE DO LIVE IN A MALE DOMINATED WORLD AND A LOT OF WOMEN ARE OPPRESSED IN MORE WAYS THAN ONE. I FEEL I AM ONE OF THOSE FORTUNATE ONES WHO COME FROM A FAMILY THAT RESPECTS WOMEN. IT IS INDEED A BIG BLESSING TO BE ABLE TO STAND FOR YOUR OWN RIGHTS AND OPINIONS WITHOUT ANYONE QUESTIONING YOU OR JUDGING YOU. IM GLAD I HAVE LIVED SUCH A LIFE.

Has feminism been an inclusive movement ?
FOR A SMALL SEGMENT YES. MOSTLY, PEOPLE MISUNDERSTAND THE VERY MEANING. PEOPLE THINK MALE BASHING MEANS FEMINISM. I THINK ITS RIDICULOUS TO SHOW MEN DOWN JUST IN ORDER TO BE ABLE TO SHOW WOMEN HIGHER. IT IS IMPORTANT FOR THE YIN AND YANG TO BE HAND IN HAND ON THE SAME LEVEL.

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