Sonam Kapoor will be seen wearing a few designs by Delhi-based fashion brand MadSam TinZin in Dolly Ki Doli. The label formed by four NIFT graduates takes pride in its embroidery and India-inspired designs. By Divya Kaushik
Saying that they are a group of four women working in complete harmony with each other will be such an exaggeration. Of course, they disagree more than they agree with each other, but it is this mutual sharing of ideas that helps them come up with the design that defines their brand philosophy. MadSam TinZin is a Delhi-based apparel brand that was formed in 2011 by four friends who studied fashion together at NIFT, Mumbai. The name of their brand was derived from their own names. Mad stands for Madhurita, Sam for Saumya, Tin for Tina and Zin for Stanzin.
Their recent claim to fame is that few of their garments were picked by stylist Karuna for the movie Dolly Ki Doli to be worn by Sonam Kapoor. In the film, Sonam could be seen wearing a Moroccan blue crepe kurta with thread and katdana embroidery on yoke with buttons on placket. “Karuna, saw one of our garments on the online designer retail store Pernia’s Pop-Up Shop and she really liked that. She contacted us and asked us to send our designs. Out of those they chose our anrakali design, gharara and a Patiala set,” says Tina.
It is a big feat for the label that has been steadily finding a footing in the design industry, while operating from a small design studio in Shahpur Jat. “Our designs are essentially Indian but they are such that they can be adapted to suit one’s own style and personality. For example, our long printed tunic can be paired with a churidaar for a mehendi function or you can just put a belt around it and wear it as a long dress for an evening do. Our brand is a fresh take on Indian wear,” says Tina.
After graduating from NIFT, the four of them separated to carve their individual career. “Co-incidentally the four of us left our jobs around the same time, got together and decided to do something of our own,” says Tina. Coming from different parts of the country — ladakh, Delhi, Himachal Pradesh and Kolkata, the four of them add their own individual influences to their designs. “We started as a Western wear brand but later we realised that Indian is our forte and there is a vast treasure of embroidery that we can use from India.
Embroidery is the USP of our brand. Stanzin is our research queen and she is one who brings interesting ideas to us. We take those ideas as an inspiration and start from there. Madhurita is a soul authority on embroidery and me and Saumya do the silhouettes for our collection. For our latest collection we have used the Kutchi mirror embroidery,” shares Tina. The brand will be making its debut in the forthcoming lakme Fashion Week.