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. In the fast-moving world of consumer goods, the opportunity for direct consumer experience with the brand is minimal.
That is why NIDA MAHMOOD, design studio's way of thinking about design— focuses on simple aesthetics and technical aspects—giving way to a global design strategy based on the totality of the brand experience.
The label epitomizes her design philosophy "art translated" in more ways than one.
Nida is a self taught artist and trained designer from NIFT.
Awarded for the "Most Creative Design Collection" in 2002, she continued with trail blazing concepts through the 7 fashion weeks she participated in. Indian Kitsch being her muse and forte, her last 3 collections at WIFW titled 'High on Chai', 'Bioscope', 'Sadak Chaap',' Machis','The Great Indian Bohemian Tamasha' and 'Sapna Cinema' met with rave reviews, critical appreciation and commercial success. .