India's premier luxury lifestyle women's magazine
Verve People
December 10, 2009

Kitsch and Tell

Text by Sona Bahadur

Multifaceted Nida Mahmood has the makings of a design maverick

With her forays into fashion design, painting, writing and graphic art, NIFT graduate Nida Mahmood is a newcomer to watch. Nida, who started with the Gen Next category in 2006 at Lakmé Fashion Week, has worked with the likes of Ranna Gill, Kavita Bhartiya and is now making news with her own pop-art take on fashion, accessories and interiors. She just launched New India Bioscope Co. at Wills India Fashion Week. Revamping an old art-deco theatre, designing for a Bollywood film and an alternate art café are all on the anvil. “Design for me is art and fashion is one of the manifestations of art. My approach to designing is very holistic. It always revolves around my philosophy of ‘Art Translated,’” says the perky 28-year-old. Quirky defines her personal style. “Fashion must always be effortless. A forced style is like wearing a shirt inside out with all the seams showing!”

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