Deivee, the vibrant and dazzling sports fashion collection bridled by the established and recognized trio viz. Nida Mahmood- the fashion designer, Milind Soman- the Indian super model and Darsan M- a smart entrepreneur, is blowing up the desire and zest of women fashion. They are blending fashion with sports attires in a brilliant and sparkling way.
The silhouettes used in the collection are influenced by the culture and elegance of Indian women. It’s designed to offer maximum comfort from the treadmill to the dance floor. Keeping the theme of inclusiveness and body positive imagery of brand Deivee, the range is designed for each and everyone.
Nida took the inspiration for the deivee attires from the four distinct lines representing 4 different regions of the country. From east, she was attracted by the ageless art of Ikat. The indigo dyeing and printing techniques charmed her to create the west collection. The collection to celebrate north comes from the rich Banarasi brocades. She was drawn into the Mughal patterns of delicate flowers and leaves. From down south, she was fascinated by the Uppada and Narayanpet saris.
The highlight of the collection is that it’s completely made of 100% recycled plastic bottles. It’s made with a quick dry technology and is anti microbial too. This sustainable Athleisure range also has the first ever running sari. The Running Sari ensures the collection is suitable for all Indian women across shapes, sizes & sensibilities. This collection is a true celebration of India and the beautiful Indian woman.
Nida Mahmood, hailed as the Queen of Kitsch by the Indian media, is a designer who dabbles in Fashion, Graphics, Art, Film, Installation, Interiors etc. She has collaborated with many prestigious Indian and International brands for a variety of projects including LADY GAGA, GODREJ Design Lb, VICTORIA & ALBERT MUSEUM, VIVANTA TAJ, ABSOLUT for art installations; NIKE for a special range of apparel for the cricket world cup; designer jackets and many more such projects.
Nida collaborated with Satya Paul for a limited edition and focused on making handloom and khadi a mainstream household textile as well as working on sustainability of their craftsmen.
She said, ” I believe the creative prowess of a designer coupled with a strong distribution system of a business house is a great combination for a success story. This is one such collaboration where two entities have come together to create a great product well suited for the Indian demographic. Our endevour is to create an India which believes in being fitter inside out.”
Darshan M, the co-founder of Deivee, is a creator, entrepreneur, dreamer and investor. He has been selected as one of the top 20 future leaders of India by a prestigious business magazine.
Darshan rightly observed, “We have always been at the fore front of ethical fashion and conscious clothing. We always choose Organic cotton, and recycled fibers for our ranges. We are also a Fair-trade company and contribute a portion of our turnover to enrich the lives of the farming communities. With this collaboration with Nida, we continue to build on sustainability by keeping out truck loads of Plastic bottles away from landfills.”
Milind Soman, super model, actor, producer, swimmer and reality television personality, is a paramount motivation for everyone. His creation, Pinkathon, has been inspiring thousands of women across the length and breadth of India for years together now. With this collaboration they hope to make sports lifestyle accessible to Indian Women.
Milind said, “As a brand, Deivee offers clothes for all body types and with the launch of our running sari we now empower more women to get fit with their choice of silhouette”
The common goal and vision of the three distinguished personalities is making the brand ‘Deviee’ acceptable to the world of women and thereby shooting it into a grand success.