Designer Focus: Nida Azwer

Nida-Azwer-F

Let me tell you about my newest obsession-worked dupattas. And truth be told, nobody does them like the young Nida Azwer, a paradigm designer in Karachi, Pakistan. Through my research and a mild obsession of her work, I learned that she is a dedicated designer who researches recent and traditional Eastern trends and merge them them together-a classic contemporary meets traditional merger. What drew me to her designs were her super-long and super-wide worked dupattas. I have noticed that her designs center around the embroidered work and drapery of the dupatta and not the kurta or shalwar/pants as other designers commonly focus on in their designs. Her heavily embellished gota and ralli dupattas (See HERE) are some of my most favorites. Some of her other designs include mirror work, which are quite beautiful. Her work is so beautiful that it reminds me a little of Bunto Kazmi designs (see HERE).

Timeline

Nida Azwer has been designing and working in fashion under her label since 2005, only one month after she graduated from the prestigious Indus Valley School of Art & Architecture. Her wonderful label includes a Prêt-a-Porter line, Haute Couture and Bridal lines.

Nida herself has been nominated and a winner of many prestigious fashion awards.She was nominated for the coveted Lux Style Award for Best Emerging Talent in 2008 and won the best designer award at the Nesvita Women of Strength Awards in 2009. The same year, Nida held her debut solo show in Karachi, featuring both Prêt-a-Porter and Haute Couture to the acclaim of press, fashionistas and industry pillars alike. She then showcased at both PFDC Sunsilk Fashion Weeks held in Lahore and Karachi respectively and at Fashion Pakistan Week in 2010 to critical acclaim. In August 2010, Nida Azwer exhibited “The Silent Weave” collection which brought to her design palette, one of the oldest weaves known to the artistic textile world, Jamdani. In 2011, Nida Azwer showcased her Kantha collection entitled “The Running Stitch” at a charity fashion show to much appreciation.

In July 2011, Nida diversified her label by launching “Kids by Nida Azwer”, an exclusive line of formal prêt-a-porter for boys and girls from the ages of three months to twelve years. In a further organic extension, the fashion house also introduced a prêt-a-porter Men’s-Wear line between 2011 and 2012.

About the Designer:

Nida Azwer’s label has come to be recognized for the designers’ love of more classic and vintage design elements infused with our traditional crafts such as ‘tukri ka kaam’, ‘rilli’, ‘kantha’, ‘zardozi’ and ‘miniature embroidery’ worked into contemporary fashion silhouettes.

Everything made under the Nida Azwer label is hand-worked in Pakistan using only pure fabrics including Irish linen, chiffons, hand-woven silks and brocade. She is a dedicated artist when it comes to her clothes, researching authentic hand-crafts from various sub-continental ethnicities and fusing them into her creations. She is a master of traditional eastern silhouettes her favorite being the Angarkha, which features regularly in her designs. Her block printing is unmatched in the industry deriving inspiration from everything from Roman and Mughal architecture to nature.

In terms of her color scheme, Nida sticks to creams and pastels. She plays with colors only through accents such as dupatta or shalwar/pant only. It is very rare that she designs colorful outfits like the one on the right. However, unlike Elan, Sana Safinaz and Faraz Manan, who appeal to more western aesthetics, her embroidered work is purely eastern. So if you like to go light with colors, yet traditional with the embroidery, then look no further than Nida Azwer.

Aside from her studio in Karachi, her lines are stocked at One by Ensemble, Ensemble Karachi and Lahore, and Labels, Faisalabad. Nida Azwer creations are custom made to order, however, she has seasonal exhibitions throughout Pakistan. Internationally, the brand is available in Dubai at Soiree and in London at Zainab Alam’s boutique.

I hope this post has given inspiration and ideas to those interested in her designs. Let me know what you think. Happy Shopping!

Please visit the designer’s website: https://www.nidaazwer.com/

 

Leave a Reply