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.
It embodies a unique look- that which breaks all boundaries, which believes in combining disharmonious elements together into a unified whole.
Embroideries are blended “harmoniously” with experimental details to achieve the look.
It will not be wrong to say that the label is a balanced mix of “the classic with street”.
Determined to bring individualistic ideas to the forefront, marrying whimsical styling with old fashioned design.

Nida Mahmood

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