Nida Azwer introduced a collection of LE hand embroidered shawls and presented her bridal couture “Hyderabad Collection”

Wednesday, December 11, 2013 Huda Sheikh 0 Comments


Nida Azwer introduced a collection of limited edition hand embroidered shawls and presented her bridal couture “Hyderabad Collection” at her flagship Lahore store

[Lahore: 10th December 2013]: The Nida Azwer atelier showcased an exclusive line of limited edition shawls titled the “Toosh Collection” along with pieces from the brand’s latest bridal couture line  “The Hyderabad Collection”, at the Nida Azwer flagship boutique in Lahore through an exclusive couture soiree.

The fashion presentation commenced with a showing of select pieces from “The Hyderabad Collection”. This was followed by an interactive session with designer Nida Azwer where models presented the intricately designed hand embroidered shawls to guests at the event where Nida explained the type of work and craftsmanship revived in each shawl. 

Renowned media personality and leading celebrityJuggun Kazim attended the showcase as special wearing Nida Azwer bridal couture along with models including Fauzia Aman, Nadia Malik, Amna Babar, Kanwal Ilyas and Alizeh Waqar, all of whom were part of the couture showcase. 
Fauzia Aman
With the debut “Toosh Collection 2013”, the Nida Azwer label brought their signature fine hand embroideries for the first time ever on Shatoosh shawls where each shawl reflects a unique story and theme, embellished with miniature embroidery in fine silk threads. Renowned for her love of more classic and vintage design elements, every shawl crafted by Nida Azwer for the Toosh Collection 2013 is a one of a kind piece where each creation has been numbered as part of its limited edition exclusive stature.  Indeed every Shatoosh embroidered shawl has taken more than half a year to complete, given the extremely fine nature of the material and the meticulous hand embroidered craftsmanship involved. 
Juggan Kazim
The capsule showcase of bespoke pieces from “The Hyderabad Collection” at the event including pieces from the line seen recently seen on the ramp at Pantene Bridal Couture Week. For this collection, designer Nida Azwer draws inspiration from the traditional Hyderabadi aesthetic. The collection highlights the grandeur, luxury and affluent lifestyle of the Hyderabadi Nawabs, through rich fabrics such as maisuri silk, brocade, featuring intricate embroideries of exotic birds, dragonflies and other creatures inspired from French florals as well as figurative embroidery inspired by Mughal miniatures. In terms of silhouettes, voluminous Hyderabadi dupattas paired with classic Hyderabadi shirts with low backs, choli lehnga’s featuring detailed resham work and signature Nida Azwer angharkha’s have been used, all in a diverse colour palette of off-white, gold, silver, yellows, greens and pinks with accents of dark greys and browns, ivories and coppers. 
Nida Azwer
Speaking about her Toosh Collection and her Hyderabad Collection, designer Nida Azwer said, “I am particularly passionate about the Toosh Collection we have introduced. Each shawl’s embroidery has been mood boarded, conceived and crafted whereby every shawl has its own story and journey and is completely unique. We have numbered our shawls as these will only ever be created once with this collection, in a quantity of thirty in total. Our latest bridal collection also reflects our drive to revive craft, design and silhouettes and is  infused with traditional crafts such as ‘tukri ka kaam’, ‘rilli’, ‘kantha’, ‘hirmich’, ‘shadow work’ ,‘zardozi’ and ‘miniature embroidery’”

Nida Azwer's couture showcase was held at her flagship Lahore store on M M Alam Road. The Nida Azwer atelier also maintains a flagship store in Karachi at the Ocean’s Tower as a well as a couture studio in Karachi’s Defence.

About the Nida Azwer Atelier:

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, Haute Couture and Bridal lines. Nida herself 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 and  industry stalwarts alike.
 
Nida Azwer’s atelier has come to be 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 using only pure fabrics including Irish linen, chiffons, hand-woven silks and brocade. The atelier is best known for infusing designs with attention to detail, innovative cuts, silhouettes and tailoring. 

In terms of showcases and exhibitions, 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 that originates from the Bengali tradition. Since then Nida has showcased at three PFDC Sunsilk Fashion Weeks and at Fashion Pakistan Week to critical acclaim. Nida Azwer also presented her bridal wear collection entitled the ‘Awadh Court Collection’ at the PFDC L’Oréal Paris Bridal Week in December 2011, which marked the first instance where the designer brought her menswear collection to the ramp. Nida also showcased her “Chibhali Collection” at the PFDC L’Oreal Paris Bridal Week in October 2012. In 2011, Nida Azwer also showcased her collection entitled “The Running Stitch” at a charity fashion show to much appreciation. The unique collection incorporated the exquisite weave of ‘Kantha’, which stems from West Bengal, in florals and geometric motifs.  In July of the same year, 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 addition to exhibiting a summer collection. 

2012 was a busy year for the label which presented a semi-formal collection titled “Parinda” at Showcase 2012 and launched a new prêt line “The White Label” in April of the same year. In May 2012, Nida Azwer also held her first solo exhibition in Lahore to much acclaim. In 2013, the Nida Azwer design label made a series of firsts with the introduction of their debut lawn collection in March and the launch of the brand’s first standalone stores in Lahore and Karachi in May 2013. A regular participant at all major fashion events, Nida Azwer showcased at the 6th PFDC Sunsilk Fashion Week in April 2013 with “The William Morgan & Morris Collection”. Nida Azwer also introduced a new bridal collection in  October 2013 entitled “The Hyderabad Collection” in Lahore at Patnene Bridal Couture Week. 

The Nida Azwer atelier currently has two standalone flagships boutiques in Lahore on M M Alam Road Lahore and in Karachi at the Ocean’s Tower Mall as well as a couture studio in Karachi’s Defence. Internationally, the brand is available in Dehli at the PFDC, Dubai at Soiree, Ensemble Dubai and in London at Zainab Alam’s boutique.
For more details please log on to: www.facebook.com/nidaazwerfashionhouse 

Photo Credits: Faisal Farooqui and his team at DragonFly.

Note: PR POST*

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