Nida Mahmood has been hailed as the Queen of Kitsch by the Indian media. She 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. Some of them are: Lady Gaga, Victoria & Albert Museum, Absolut for Art installations, Nike, Adidas, Blenders Pride, VH1, Swarovski, NDTV good times, HCL, Godrej Design Lab, and Taj Vivanta. She conceptualized and designed the restaurant Junglee Bille; has worked with Channel V to create art installations. She collaborated with World Superbike Championship and with Satya Paul for a limited edition collection. Nida has also collaborated with Milind Soman for designing a sustainable Athleisure line. She has worked with Aditya Birla Group for another prestigious project. Nida has written regular weekly columns on fashion and art for HT City and Deccan Chronicle. She dressed celebrities like Lady Gaga, Priyanka Chopra, Deepika Padukone, Parineeti Chopra, Kajol, Karishma Kapoor, Celina Jaitley, Kangana Ranaut, Kalki Koechlin, Jacqueline Fernandez to name a few.