Nida Azwer has been designing and working in fashion under the aegis of her eponymous label since 2005, only one month after she graduated from the prestigious Indus Valley School of Art & Architecture. Her label includes a Prêt a Porter line, a Haute Couture Bridal line and a line of accessories.
The Nida Azwer atelier has grown significantly since its inception, boasting two standalone flagship boutiques; one in Lahore in the prime shopping area of M M Alam Road Lahore and in Karachi at the Ocean’s Tower Mall. The brand also retails at its couture studio space in Karachi’s Defence. Internationally, the brand is available acrossThe Middle East, the US and Europe through select boutiques.
Nida Azwer is recognised for the designers’ love of more classic and vintage design elements infused with traditional crafts such as tukri ka kaam, rilli, kantha, zardozi and miniature embroidery, worked into contemporary fashion. Indeed all clothing and apparel created under the Nida Azwer label is meticulously handworked in Pakistan. Everything made at Nida Azwer Atelier is hand crafted by the artisans in Pakistan.The atelier has dressed some of Pakistan’s most influential personalities, including actresses such as Mahira Khan, Humaima Mallick, Aamina Sheikh, Meera, Resham,Sanam Saeed, Syra Sheroz, Hina Bayat, Bushra Ansari, musicians Hadiqa Kayani and Sanam Marvi and Academy Award Winning filmmaker Sharmeen Obaid Chinoy, among many others. The brand was nominated for a coveted Lux Style Award for Best Emerging Talent in 2008 and in 2015 for the Best Fashion Designer Pret.
Nida Azwer Atelier is set to showcase their new collection titled ‘Trellises’ at Pakistan Fashion Week 9th Season in London which reflects the essence of the brand manifesting the revival of traditional arts and crafts worked into contemporary fashion forms using a colour palette ranging from shades of pink and soft blue with accents of hot pink. The silhouettes follow traditional structure while rethinking traditional cuts such as lehngas blouses, jackets, traditional angrakhas, peplum jackets and dhoti shalwars embellished with crystals, pearls and gold dapka.