Filmi Fashion

Blending her fashion and design sensibility with the kaleidoscopic universe of the erstwhile film posterwallahs who now face extinction in the era of digital posters,Mahmood offers a funky line of Bollywood inspired products. “I remember walking down alleys with walls plastered with colourful Bollywood posters. But one doesn’t see such alleys anymore and the poster painters have been out of job for years,” Nida explains the reason she chose her new ‘project’. “It’s my first collection and yes it’s definitely kitschy,” admits the designer whose artwork has included poster art in the past. So if you are a Sholay fan,there’s a kitschy Gabbar chair to Amitabh Bachchan in action on bags to ‘Mogambo’s shoes,a ‘Zeenat’ chair,’Deewar’ art frames and mores.

“The line of garments will be showcased in October at the Lakme Fashion Week. So you’ll have to wait until then,” Nida quips. Interestingly,her digital work on the theme brings in hoardings,actors,dialogues,conversations,posters,songs,dances,even Bollywood’s rain songs in the collection! The latter presents itself in Nida’s new line of umbrellas that have Bollywood rain songs etched on them like ‘Ek ladki bheegi bhaagi si’ and ‘Tip tip barish shuru ho gayi’. “The present collection draws inspiration from the drama of Bollywood. But I have tried to reinvent the poster art in a more modern context,” explains Mahmood who is roping in the poster-wallahs in her work as well. “For most of them have been attached not just to poster art but the passion of painting. As an artist I can understand the frustration they have gone through by not being able to do what they love,” says Nida who is only happy to help. The collection will soon be available in all major cities across the country.