Nida Azwer has been designing and working in fashion under the aegis of her eponymous label since 2005, only one month after she graduated from the prestigious Indus Valley School of Art & Architecture. Inspired by the fine craft of local Pakistani artisans, the Brand is recognised for their love of more classic and vintage design elements infused with traditional crafts such as tukri ka kaam, rilli, kantha, zardozi and miniature embroidery, worked into contemporary fashion. All clothing and apparel created under the Nida Azwer label is meticulously handworked in Pakistan using only pure fabrics including Irish linen, chiffons, hand-woven silks, French lace, la’me and brocade. Additionally, she prioritizes the revival of traditional craft, specifically embroideries in Pakistan. Drawing inspiration from interior Sindh’s age-old embroideries, she meticulously reinvents stitches such as the Hurmich, Seesha Tanka, Moti Tanka and Heera Tanka on fine quality organza and silk. She is passionate about ensuring the continuation of the craftsmanship, supporting a large number of craftsmen in Pakistan. Nida Azwar was nominated for a coveted Lux Style Award for Best Emerging Talent in 2008 and in 2015 for the Best Fashion Designer Pret. She also won the Best Designer Award at the Nesvita Women of Strength Awards in 2009.
