October issue 2010

Nida Azwer has carved a niche for herself among the elite and the persnickety fashionistas of Pakistan. From the beginning of her career in 2005, the designer has worked only with pure fabrics, such as Irish linen, chiffons, handwoven silks and brocade, and her broad repertoire includes prêt wear, couture and the bridal range.

Just prior to Eid, on August 30, Azwer exhibited her latest collection, called the ‘The Silent Weave.’ Unlike most mainstream design houses, Azwer favours detail and quality over quantity and commercial appeal. Her passion for the local crafts, including tukri ka kaam, rilli and kantha work, has earned her recognition and praise, and her latest exhibit was an extension of that. It introduced Karachi to the oldest weave in the subcontinent — the almost 2,000-year-old jamdani. Jamdani is geometric and floral designs woven on pure muslin. Visiting Dhaka in March, Azwer observed this tradition and returned with a custom-designed ensemble in solid colours. Stylish cuts combined with intricate work made this one-day exhibition a resounding success.

Seen at the exhibition were make-up artist and entrepreneur Rukaiya Adamjee, cooking show host Zubaida Tariq, hair stylist Nina Lotia, Dr Mehnaz and restaurateur Humaira Azmi.

About her exhibition, Nida Azwer says, “I believe that our region’s rich tradition of textiles and design should be kept alive and reinterpreted to suit the contemporary context.” And Azwer plans on continuing to showcase Pakistan’s rich heritage through such limited edition and boutique collections. She has pledged a percentage of her profit from the exhibition to the flood affectees through the M&JSF Fund.