Narendra Kumar Ahmed’s bio on Instagram reads ‘Story Tailor’. Whether or not it’s a new label he launches or a style present he’s a part of, the celebrated couturier at all times has a narrative which takes centre stage. Greater than 20 years in the past, he aided dressmaker Anita Dongre in launching her label AND with the thought of catering to younger girl entering into the workspace.

However a variety of time has handed since then and that girl has advanced, he believes. Therefore, his new label — Tamiska by Narendra Kumar. “Tamiska brings a sensibility of a world traveller with an Indian match — straightforward to put on and stylish. The thought is to carry international aesthetics to the Indian girl,” says the designer.

At their newly-opened retailer in Parel, Mumbai, the racks show tops and knee-length tunics, clothes, bottoms, and jumpsuits in pink, pink, inexperienced, blue, brown and extra. “What’s the very first thing you discover in an outfit?” he asks, to which I reply, “color” including that my favorite shade is inexperienced.

Nari, as he’s fondly known as, proceeds to level out varied prints they’ve within the hue. The thought behind having completely different prints in a single color versus completely different colors in a single print, he rationales, is that the attention is drawn to the color earlier than it rests on the print. With costs ranging from ₹1,699 onwards, the outfits can be found in materials comparable to rayon blended with nylon and polyester in addition to tensile.   

What Nari has delivered to the brand new model is his learnings from his decade-long stint at Amazon Vogue India as their artistic head. His cause for greenlighting the job was easy. “A billion and a half folks don’t want cell phones, vehicles, laptops, and a variety of different issues, however they want garments day by day of their lives. I used to be going to be the conduit who would carry that alive; that was my position, and so I at all times had the imaginative and prescient of what I used to be going to do for the job,” he shares, including that it’s the similar imaginative and prescient he has delivered to Tamiska. “It’s about understanding the buyer, how they’re evolving, what are their wants and aspirations and the way do you inform their tales,” he states.

There it’s, the storytelling facet once more. “What are garments and not using a story? Particularly immediately, folks desire a sense of belonging, however my tales have by no means been concerning the Taj Mahal or one thing else. They’re a mirrored image of how folks on this nation are altering, and my job is absolutely to attach the dots amongst all these folks. I carry all these ideas collectively and painting them in my designs,” he shares.

Not happy with telling tales by means of garments, Nari has discovered one other outlet in movies. His style movie 2+2=5 was a part of the official choice for the Berlin Vogue Movie Competition 22 and his movie The Marriage of Shayla Patel, which delves into LGBTQ+ themes, had the honour of inaugurating the Brisbane Movie Competition. “I do movies as a result of I wish to inform tales, as a result of I see what’s taking place in my nation and since it issues. Artists have their canvas. For me, movies have change into a canvas to have the ability to inform tales,” he states.

From being the primary style editor at Elle India to enjoying a pivotal position in conceptualising India Vogue Week Nari has been there and carried out that. However his ardour for his work has not diminished. Up subsequent for him is a streetwear model named Ura Avenue, impressed by the beginning of road fashion in Japan. “I wish to discover new concepts and create new issues on the idea of what’s taking place round me on the earth,” he indicators off.

Store collections from Tamiska by Narendra Kumar on tamiska.com beginning ₹2,999