Atelier Azza Collection ‘Holiday & Trousseau Capsule’ at PFDC L’Oréal Paris Bridal Week 2012

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AzzaAtelier Azza who just celebrated their first year is a US brand with South Asian heritage. The collection ‘Holiday & Trousseau Capsule’ was mainly highlighting the traditional work.

“AZZA is a US brand with South Asian heritage, so it’s important to stay connected with our roots. The production and PFDC brand are extremely strong and the best in Pakistan so the alignment is really on point for us.”

 

AZZA’s collection for PFDC L’Oréal Paris Bridal Week 2012 is entitled the ‘Holiday & Trousseau Capsule Collection’. With this collection AZZA strives for a modern opulence; bringing traditional embroideries and motifs on to a modern silhouette that is understated yet bold; the collection celebrates the Holidays aimed for the perfect party wear for this time of year as well as seasonality for formal bridal wear whether as a party goer or a bride. Winter whites fit for a snow queen to rich hues depicting the color of leaves turning for the months of hibernation. The collection bears influences of designer Azeeza Desai Khan’s sub-continental heritage whereby she has used pure silk indigenous to sub-continent and bold embellishments consisting of antiqued gold wire and Swarovski to draw modernly opulent embellished motifs on her pieces. With menswear pieces also included in the collection, AZZA’s signature aesthetic comes to life with billowing frocks, structured blazers, and exaggerated scarves juxtaposed against statement embellishments in a rich fall and winter based palette, ready to sparkle for the holidays and weddings.

 

AZZA is an expression of Azeeza’s own elegant yet avant-garde aesthetic and commitment to philanthropy. AZZA is produced in the US, India and Pakistan and for each piece sold, AZZA provides a garment to an impoverished South Asian woman or child. In addition, AZZA houses an ‘Artisan’ line that provides economic growth and empowerment to rural South Asian women in regions of poverty and conflict. AZZA caters to a new generation of American women fusing high street with high fashion through billowing fabrics, edgy embellishments and urban cuts. Emmy Award nominated marketing maven and AZZA creative director Azeeza Desai Khan began her fashion education in India, where she was formally trained through a two year apprenticeship that taught her the fundamentals of creating intricate embellishments. Born and bred in the US, Azeeza’s designs took on a new meaning when she combined Western and European cuts with Indian and Afghan inspired embellishments. The marrying of the two concepts proved successful during Azeeza’s debut showcase at Mercedes Benz Fashion Week New York in September 2011. Most recently, Azeeza was named as a ‘Design Industry Expert’ alongside the Neiman Marcus General Manager by the celebrated Driehaus Design Initiative; she will soon participate in a roundtable panel and mentor students from the world renowned Art Institute College of Design.

AZZA Desai’s collection for PFDC L’Oréal Paris Bridal Week 2012 is entitled the ‘Holiday & Trousseau Capsule Collection’.

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