Nida Azwer presents pre-Eid White Label collection

The designer’s latest collection focuses on Kalami embroidery and screen-printing of sea creatures.

Saadia Qamar August 01, 2012


Nida Azwer is no amateur when it comes to fashion. After she made her entry into the fashion scene in 2005 and was subsequently nominated for the Lux Style Awards for Best Fresh Emerging Talent in 2008, Azwer has kept her signature look while also keeping up with the times by regularly showcasing her work over the years.

Following the success of her Parinda Collection — where peacock motifs were the central theme — and her White Collection — which was inspired by African and Mughal designs — Azwer delivered her latest, the White Label, by holding an exhibition on July 31 at the Nida Azwer Studio in Karachi. “It started at 9am and the stock was sold out by 2pm,” said Azwer , clearly pleased with the outcome. “We had to re-stock.”

Introducing detailed Kalami embroidery, which is prominent in Pakistan’s northern region, along with her new initiative of screen-printing sea creatures, Azwer was eager to see Karachi’s response at the event.  When asked what inspired the Kalami embroidery and appliqué work, she said that she believes in reviving old-fashioned trends by transforming them into something more contemporary — something a Pakistani woman would wear in this age and time. “Pakistani craft has rich heritage and we should definitely appreciate it,” she said.

Commenting on her odd choice of screen-printing sea life — fish, coral, octopuses and seahorses — she joyfully said that she loves all these sea creatures and believes the designs are different.

Ironically, the White Label collection doesn’t just exhibit white outfits; it also showcases energetic colours including red, green, blue, maroon and various shades of brown and beige, celebrating the festive mood of Eid. Exhibiting prêt and formal wear, the entire collection encompasses a wide array of fabrics such as boski, cotton, cotton net and crepe silk, appealing to all age groups. With a price range of Rs4,000 to Rs30,000, the collection seeks to charm women who adore animal-inspired embellishments on their outfits.

Loyal clients

After purchasing two outfits, guest Mehreen Obaid said: “These aren’t specifically meant for Eid,” clarifying that these outfits can be worn at other events as well.

Farzana Faisal, a Nida Azwer die-hard, said that the reason Azwer has made a mark is because “her stuff is different from other designers”. “Just look at her block-printing — I am a big fan of hers!” She added that she has been a regular client for almost four years.

One observation made by some shoppers was that Azwer’s famous embellished peacocks — the theme of her previous collection — were absent. “This is not my Parinda Collection!” exclaimed Azwer.

“I love to work on detailed, intricate designs, be it Mughal-inspired or based on European designs,” said Azwer, who is known for revamping traditional concepts into trendy, wearable designs.

Published in The Express Tribune, August 2nd, 2012.


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