By Ismat Tahseen | Place: Mumbai | Agency: DNA
Little did designer Nida Mahmood think it would take her places when she brought out a Deewar canvas, Barsaat umbrellas, Mogambo shoes — her own special, kitschy take on Bollywood. And now, “After a huge demand and shipping these to all parts of the world,” the Victoria and Albert Museum, London has approached her as the only Indian designer chosen for a huge project on Indian pop art.
The project is scheduled for 2012 and the 29-year-old is elated. “The V&A has been following my work and I’m flattered to be chosen. The collection will embody what India stands for: film posters, the streets, the kind of signboards you see, the typography on signage that grassroot India uses, graffiti and more.”
For Nidam, kitsch is her favourite art form. “It connects to my sensibility of being Indian, in a really cool format and it’s getting hugely popular too.A while ago, AD Singh (restaurateur) wore a Gabbar ka Jacket that I had done for a party and Mr Bachchan (actor Amitabh Bachchan) apparently loved it,” she grins.