Nida Azwer

Design Philosophy

Nida Azwer fashion house has handmade embroideries using only Pakistani craftsmanship on pure fabrics including Irish linen, chiffons, hand-woven silks, French lace, la’me and brocade. Her design inspiration is from regions like interior Sindh where Pakistanis ancient age-old embroidery techniques originate. Her innovative style in reinventing traditional Hurmich, Seesha Tanka, Moti Tanka and Heera Tanka stitch into luxury wear is her signature aesthetic. The fine quality organza and silk fabric is used to create modern silhouettes that are a blend of western and eastern fashion.

Fashion Awards

Nida was nominated for Best Emerging Talent in 2008 and in 2015 for Best Fashion Designer Pret on Lux Style Awards. She has won the Best Designer Award at the Nesvita Women of Strength Awards in 2009.

Fall / Winter Kurtas Collection

Pakistan has all four seasons which means fashion brands create ensembles that can keep their clients warm without compromising on design. Hand-embroideries are paired with textured shawls either bought as separately statement pieces to be matched with a fall/winter kurta or used to customise ready-made clothes. There are several colours to choose from including navy blue, pink, grey and black shawls that are richly decorated with multi-tonal threadwork and imagery of Mughal era elephant howdahs. There is a variety of contemporary motifs that have delicate horse-and-carriage embroidery sewn in gold resham thread to create a dramatic border.

These are Collector's Edition pieces by Nida Azwer Atelier that are essential winter accessories. The kurtas are in pure silk ajkan handcrafted in gold resham work paired with silk pants and pure velvet chaddars also adorned with resham and zardoze threadwork. The zardozi embroidery tradition has its roots in Persian craftsmanship as the word can be translated from Persian to English as gold sewing. There are modern shawls also available with statement fur-trim printed with whimsical neutral horse-and-carriage motifs.

Spring / Summer Kurtas Collection

For her summer collection, the kurtas are made from pure cotton fabric with screen printing and matching trousers to complete the outfit. These minimalist 2-piece suits can be converted into 3-piece semi-formal wear by adding a sheer cotton net dupatta that has elegant botanical motifs. The kurtas are decorated with lace and pearls making them feel lightweight and easy to carry in the hot weather. 

Bridal, Formal & Luxury Pret Collection

Nida Azwer is a high street fashion design, her shops are glamourous and the bridal wear has been immensely successful for over a decade. The evening wear is made in pure luxury fabrics like raw silk, chiffon, satin and lace. These designs are high end and can be worn to multiple occasions from weddings, dinners and family gatherings.

The semi-formal wear is inspired by block print traditions and has elegant Lily motifs. Using regal ivory and nuetral colours to create charkali kurtas, these elegant shirts can be paired with a luxurious pleated raw silk trouser. Dupattas are sold separately for ladies who would like to wear a 3-piece suit. The motifs used include bouquet-filled vases that are block printed onto shirts and dupattas. There are vibrant magenta and red colours also available in charkali kurta design. The cotton dupattas have fine gold screen-print great for girls looking to wear something traditional but also fun. There are bordeaux-hued silk sari and blouse pieces as well that have various shimmering floral zardozi borders great for weddings.