Nida Mahmood launches an eco-consious label for the new age woman

New Delhi, March 8 (IANSlife) Madam Marigold is a 100 percent Swadeshi eco-friendly brand. The line launched by designer Nida Mahmood is a sustainable collection that focuses on the use of natural fabrics and printing techniques.

The two main techniques employed are Ajrak printing from Gujarat done with natural dyes and Sun printing which is a 160 years old analogue photography technique. The touchstone circular design, inspired by the earth's ecosystem is a motif that runs through the collection.

Minimum waste is created and all resources are taken care of constantly through our work to minimize the negative impact on the environment.

The process of Ajrak printing is sustainable as it uses dyes from natural elements like turmeric, pomegranate, onion peels, tea leaves, beetroot, hibiscus, marigold, natural indigo etc. Nida states, "Apart from ajrak, we have tried our hand at a 160-year-old unique photography technique to expose prints on textiles and paper. It is an extremely tedious and time-consuming technique that requires a lot of attention and care."

The inclusive brand that celebrates the true essence of real women and portrays the designer herself. Proudly Made in India, embossing Indian ethnicity with a contemporary touch is a collection of tunics, pants, sarees, jackets, overlays and dresses.