Nida Mahmood is a young fashion designer from National Institute of Fashion Technology (NIFT), with the award for the Most Creative Design Collection in the graduating show. She is a fashion designer, painter, columnist, stylist and a graphic artist. Apart from a weekly column in the Hindustan Times City, she also writes for various other publications.

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.