Nida Azwer atelier to showcase “The Urban Jungle Collection” at PFDC Sunsilk Fashion Week 2014.

[Lahore: 08^th April 2014]: Following the brand’s showcase of their acclaimed “The Arabesque Collection”, Nida Azwer Atelier returns to the PFDC Sunsilk Fashion Week to showcase their luxury prêt a porter collection, “The Urban Jungle Collection” on 12^th April 2014.

 

For the label’s PSFW Collection, designer Nida Azwer has drawn inspiration from the majestic Jungle where exotic animals and birds can be found along with indigenous forest flowers and foliage; interpreting these inspirations specifically within a contemporary context. In creating “The Urban Jungle”, Nida Azwer Atelier has worked across fabrics such as cotton nets, silks, chiffons and organzas in a dynamic colour palette featuring white, greys, shades of pink and mint green. Expect digital embroidery, hand embroidery, embossing, cutwork and screen printing with ensembles western cuts infused with classic silhouettes.

 

Speaking about her collection for PFDC Sunsilk Fashion Week, Nida Azwer said, “This collection is all about mixing and matching separates within luxury pret. It channels a philosophy that allows patrons to experiment with their fashion in a Western aesthetic while also fusing our signature Eastern ethos. The collection will be available in stores as of mid May.”

 

For more information regarding the brand, log on to www.facebook.com/nidaazwerfashionhouse or follow the brand on Instagram: NidaAzwerAtelier.

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