When we talk about renowned designers and their tremendous works, the first name that comes in mind is Nida Azwer. She is one of those top famous Pakistani designers who came up with versatile ideas that reflect immaculate skills in her designs. She is well recognized for her classic and vintage collections. We can label her as the master of prêt a porter line, haute couture and bridal lines. This year Nida Azwer is going on an international tour to showcase her dazzling collections. She is participating in a series of international fashion events featuring the launch of the brand’s new collections in India, USA, Singapore and the Middle East in the first half of Autumn/Winter season 2013. It is highly appreciating that our Pakistani fashion is resonating well with the international fashion community. Azwer in an exclusive interview shares details about her international tour and upcoming projects. Following are excerpts of the interview:
Splus: You are going to participate in a series of international fashion events, tell us about your new collections that you will showcase and in which fashion shows and exhibitions you will participate?
Nida: I will be showcasing different collections at each of the fashion shows. I will be starting off in NYC where I will be showcasing "The Kashani Collection" Volume 1 on 31st August 2013, Volume 2 of the same collection will be showcased in Chicago on the 6th of September 2013.
Later I plan to showcase another Collection in Singapore called ""The Rangeen Collection” on 14th of September 2013. All the shows will be followed with two day exhibitions each in Delhi, Mumbai and Los Angeles. The aforementioned collections are also the brand’s new pret wear collection for the upcoming Eid season and formals for the wedding season right around the corner.
Splus: You have also showcased your collection in India, what has been the response of fashion critics and people there?
Nida: They just love Pakistani fashion, particularly my formal/ bridal wear. I also had the chance to personally interact with few people and found out that patrons there were all praise for the very fine and detailed work in my collection and also expressed that they found the silhouette very different and comparatively more traditional.
Splus: Tell us about you collection ‘Kashani’. What is the theme and inspiration behind this collection and what is the target audience?
Nida: The collection is inspired by the floral and figurative tile work reflective of the Mughal period. The new line incorporates varied shirt lengths which include classic kurtas to Nida’s signature angharka's and flowy coats. I used fabrics such as silks, chiffons and maisuri featuring fine zardozi, resham and kamdani work. We have pret wear for all the trendy people in town along with some formal/ bridals.
Splus: What colours, textures and fabric you have used for your collections?
We have used pure silks, chiffons and maisuri. We have digital prints, laser cuts along with detailed embellishments in Resham and zardozi.
Splus: Share us your feelings about this international tour and what are your expectations?
Nida: I enjoy travelling and I am looking forward to meet my existing and new clients on this trip.
Splus: What inspired your collection ‘Wazir Khan’. Tell us about the features of this collection?
Nida: The collection is inspired from the “Wazir Khan” movie which had a lot of Persian influences in its art work, rich in lovely patterns and details. The collection will feature numerous digital and screen printed tunics, jumpsuits and angharka's in fun and vibrant colour palettes on luxe fabrics such as cotton net, chiffons and silks.
Splus: You are now catering to international audience. What is the difference in preparing collection for them and for Pakistani market considering your signature and design philosophy will be still be very much there?
Nida: I create all my collections sticking to my design signature philosophy that is classic chic. Patrons come to me looking for classic wedding outfits and fun Pret wear.
Splus: Can you name some reigning trends for Autumn/winter season 2013, as far as what colours, fabrics and cut that women should be looking out?
Nida: Pret wear lengths have gone up while I am sticking to flowy silhouette for my formal/bridals. Trending colours are all vibrant and playful.
Splus: How well is Pakistan fashion resonating with international trends?
Nida: Actually we are quite up to international fashion trends. We [Pakistani fashion designers] incorporate and fuse trending colours, patterns, looks into our own creations as well.
Splus: You will also be showcasing your collections in Dubai. Have you made a special collection keeping in mind the Middle Eastern trends as some designers from Malaysia and Indonesia trying to do in attempt to carve a niche in the huge market there?
Nida: For the patrons in Middle East, I have tried to keep it very formal and therefore my collection will consist of lots of signature coats and jumpsuits.
Splus: Have you changed your colour pallet and fabric in your collections to be showcased in Far East?
Nida: Fabrics and colours are mostly the same, since the weather conditions are warm just like in Karachi.