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A new era of practical elegance in Indian fashion

A new era of practical elegance in Indian fashion
A new era of practical elegance in Indian fashion


Designer Narendra Kumar Ahmeds' brands are known for setting Indian fashion trends, with an exceptional display of craftsmanship. Continuing in his approach, he is now launching Tamiska, a mix of practicality and elegance for Indian women. The brand marks its arrival through its chic new boutique in Mumbai.

I am a storyteller, says Narendra. At Tamiska, I have brought together 30 years of expertise to create the Zara of ethnic wear in India. The perceived definition of fashion in India is Vero Moda, cheap MNG and cheerful chic. However, a large part of the population wears ethnic clothing. This is the void that Tamiska fills. It caters to the unspoken needs of the Indian woman, while being universal in its appeal, he adds.

For Narendra, fashion has always been about people, their sensibilities and current events. There are obvious polarities in the NIFT alumni roster that fuel Tamiska’s dynamic. For example, 11 years at Amazon India as a creative director taught him selection skills in shopping. The color, print and fabric constitute the purchasing criteria, with the cut playing a decisive role. Tamiska plays with seasonality by bringing 8 to 10 colors in each collection. There is a main color, flanked by five auxiliary colors, he says. The fabric features blends of rayon, polyester and nylon with longevity and comfortable prices up to Rs 2500.

The palette includes solid reds, speckled rusts, bold blacks, sunny yellows dipping into deeper mustards, watery blues, minty greens with botanicals and geometric shapes interspersed with brushstrokes. International style rules the silhouettes, while balanced florals run through the collection marked by fine cuts and elegant details on collars, cuffs and buttons.

It was a journey that was both difficult and rewarding for the 54-year-old self-taught designer. I failed in class 12, then got third division in BA and I had no background in fashion, he admits. Pearl of wisdom? Have passion to the point of obsession, she says. Next, a street wear brand Ura Hara inspired by the streets of Japan.

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