NIDA MAHOOD Presents Collection at Amazon India Fashion Week Spring Summer 2018 in association with Nexa
AMAZON INDIA FASHION WEEK SPRING SUMMER 2018 – New Delhi, 11th October 2017 | The collection is a celebration of India and the Indian Woman. This collection is a collaboration between acclaimed designer Nida Mahmood and Active Lifestyle brand Deivee by Milind Soman. The collection is made of four distinct lines representing a region of the country. The collection takes inspiration from the rich culture, colors and textiles of the region.
Nida takes inspiration from the ageless art of Ikat for the collection celebrating East India. While the indigo dyeing and printing techniques charmed her to create the west collection. For the collection to celebrate North comes from the rich Banarasi brocades. She was drawn into the Mughal patterns of DELICATE FLOWERS AND LEAVES on DELICATE CREEPERS. FROM DOWN SOUTH WE WERE ENAMOURED BY THE UPPADA AND NARAYANPET SARIS. COLOR BLOCKING AND VARIOUS KINDS OF STRIPES FORM THE MAIN SOURCE OF INSPIRATION FOR THIS PART OF THE COLLECTION.
The silhouettes used in the collection is inspired by the women of India. Its designed to offer maximum comfort from the treadmill to the dance floor. Keeping the theme of inclusiveness and body positive imagery of brand Deivee the range is designed for #every-Body.
The highlight of the collection is that its completely made of 100% recycled plastic bottles. Its made with a quick dry technology and is anti microbial too. This sustainable Athleisure range also has the first ever running sari. The Running Sari ensures the collection is suitable for all Indian women across shapes, sizes & sensibilities. This collection is a true celebration of India and the beautiful Indian woman.
About Nida Mahmood | Hailed as the Queen of Kitsch by the Indian media, NIDA MAHMOOD is a designer who dabbles in Fashion, Graphics, Art, Film, Installation, Interiors etc. She has collaborated with many prestigious Indian and International brands for a variety of projects.
Some of them are | LADY GAGA, GODREJ Design Lb, VICTORIA & ALBERT MUSEUM, VIVANTA TAJ, ABSOLUT for art installations; NIKE for a special range of apparel for the cricket world cup; BLENDERS PRIDE, SWAROVSKI; NDTV GOOD TIMES; HCL; ADIDAS for a unique collaboration for AIFW SS 2016; Conceptualized and designed the restaurant JUNGLEE BILLEE; MOH MAYA MONEY for art direction and costumes for the movie; HARLEY DAVIDSON; CHANNEL V for creating art installations; SUPERBIKE WORLD CHAMPIONSHIP for designing a line of high end, limited edition, designer jackets and many more such projects.
Nida collaborated with SATYA PAUL for a limited edition collection and focused on making handloom and khadi a mainstream household textile as well as working on sustainability of their craftsmen. Quote” I believe the creative prowess of a designer coupled with a strong distribution system of a business house is a great combination for a success story. This is one such collaboration where two entities have come together to create a great product well suited for the Indian demographic. Our endevour is to create an India which believes in being fitter inside out.”
About Deivee | Deivee (pronounced as “DEVI”) is derived from the Latin word ‘DEI” & Sanskrit word ‘Devi’ which means Goddess. Deivee is an active lifestyle brand from India founded by Milind Soman and Darshan M.
At Deivee, we believe that every woman is a goddess within her. We think she is already empowered and powerful. Every woman should be celebrated for what they stand. We wish that every woman embraces her body and at the same time, strive towards self transformation and progress towards a healthier lifestyle. For all the love and care you give the world, we give you Deivee to take care of YOU.
Milind Soman | Milind has been an inspiration for everyone with his personal conquests of the Ultra Man and Iron Man Championships. His creation Pinkathon has been inspiring thousands of women across the length and breadth of India for years together now. With this collaboration we hope to make sports lifestyle accessible to India Women. Quote – “As a brand Deivee offers clothes for all body types and with the launch of our running sari we now empower more women to get fit with their choice of silhouette.”
Darshan M (cofounder Deivee) | Quote – “We have always been at the fore front of ethical fashion and concious clothing. We always choose Organic cotton, and recycled fibres for our ranges. We are also a Fairtrade company and contribute a portion of our turnover to enrich the lives of the farming communities. With this collaboration with Nida we continue to build on sustainability by keeping out truck loads of Plastic bottles away from landfills.”