Designer Nida Azwer received a phenomenal response at FPW6 for her completely white range: The Arabesque Collection. Now, two weeks later, her clientele can finally own pieces from her clothing line. Consisting of intertwined lines and patterns with embossed birds, done up in tinges of gold and silver work, Arabesque is currently on the racks at Labels.
The collection was re-stocked the same day due to the huge demand from her avid clientele. Azwer informs The Express Tribune, “I have such a great working relationship with Zahir Rahimtoola of Labels, that I didn’t even think to stock this collection primarily at my studio; I came here first!”
Azwer said, “This is the ready-to-wear collection and by midday most of the stock was gone. I had to re-stock it,” she claims. With regard to how many pieces were bought and how many remain, she remains unaware, claiming, “I am very superstitious that way, I never count. Never.”
This collection is a break from the digital prints which she is known for. There are embossed birds motifs and razor-cut designs instead, which she has experimented with for the first time. Talking about this luxury prêt collection of hers, Azwer says, “I really wanted to try something new, and that’s why you’ll see the razor-cut design technique used in this collection.”
Did she know before-hand, while bringing this collection on the ramp of FPW6, that it would become so sought after? She says, “I love the color white myself, I wear it often, so there is this biased view deep down that it is something I really like. Having said that, I was expecting a very mixed response from fashionistas, while I was producing this collection, I certainly didn’t know that it would be loved and people would be walking out of the fashion week praising it.”
Azwer added that this is a luxury prêt collection. “The collection is Ideal for lunches, evening dinners, engagement parties etc., this is to be considered a formal prêt line.” While speaking to The Express Tribune, Zahir Rahimtoola said, “It’s an exclusive collection and it is certainly brilliantly done. She is one of the most amazing designers we see today. I believe the business of fashion will go a long way if industry’s fashion leaders understand the fact that conversion is required from ramp to rack! We will see real fun in that; also this will help fuel retail business. We have seen this happening in Spring/Summer 2014, hope that Fall/Winter 2014, will show that too.”
Published in The Express Tribune, March 9th, 2014.
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