Nida Azwer for PFDC Sunsilk Fashion Week 2013

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“Looking forward to our showcase at PSFW where I have taken the old Eastern and Western fusion work of two great artists and re imagined it within a more indigenous context”

Nida Azwer


Showcasing at the PFDC Sunsilk Fashion Week, Nida Azwer’s ‘The William Morgan & Morris’ 2013 collection is inspired from the works of William De Morgan, potter and tile designer and Morris, artist and designer, where fantastical birds, florals, fauna and animals were engaged as intricate and popular motifs in their work. A mixture of East and West is seen in their historic work, reinterpreted by Nida Azwer in this collection, complimenting the atelier’s design philosophy of revival within a modern context. The collections colour palette draws on Morgan’s continued use of the ‘Persian’ palette. To this end expect dark blues, turquoise, manganese purple, greens, Indian reds, and lemon yellows incorporated in this collection across Nida Azwer‘s signature styles and cuts.


Nida Azwer has been designing and working in fashion under the aegis of her eponymous label since 2005. Her label includes Bridal, prêt-à-porter and Couture lines as well as an exclusive line for children. The label has come to be recognized for the designers’ love of more classic and vintage design elements infused with traditional Pakistani craft such as ‘tukri ka kaam’, ‘rilli’, ‘kantha’, ‘zardozi’ and miniature embroidery worked into contemporary fashion silhouettes. Everything made under the Nida Azwer label is hand-worked in Pakistan using only pure fabrics including Irish linen, chiffons, hand-woven silks and brocade. Indeed Nida Azwer is best known for infusing her label with attention to detail, innovative cuts, silhouettes and tailoring. 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.