Designer Nida Mahmood to launch sustainable brand ‘Madam Marigold’
Womenswear designer Nida Mahmood will launch a sustainable, ‘100% swadeshi’ subsidiary entitled ‘Madam Marigold’ and launch its first collection at the upcoming Lotus Makeup India Fashion Week in New Delhi in March.
Nida Mahmood, known for her eponymous brand and expressive designs, will launch a sustainable line in the capital this March at the Fashion Design Council of India’s LMIFW, Mahmood announced on Facebook, sharing a few details of what is to come. “The brand focuses on sustainable India inspired clothing using sustainable methods,” Mahmood announced on Facebook.
From the snippets Mahmood has shared on social media, the collection will be bright and feature Mahmood’s signature quirky, folk-inspired details. The line will feature traditional Ajrakh printing from the Gujarat region and a 160-year-old photography technique that exposes photo-prints on textiles and paper, Vogue India reported.
Nida Mahmood retails her eponymous line from her dedicated e-commerce store and the brand also has a presence in a number of multi-brand boutiques. Mahmood’s fusion wear designs feature floral embroidery, a cheerful colour palette, and an eclectic aesthetic.
The FDCI’s LMIFW for the autumn/ winter season will run from March 11 to 15 at the Jawaharlal Nehru Stadium in New Delhi with the theme ‘fashion meets art’.
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