Photography by Faisal Farooqui at Dragonfly
The High-Street segment of the final day of PFDC Sunsilk Fashion Week 2013 was opened by MK Nation by Karma who showcased their high-street collection titled ‘Ode to Lahore’. The collection was inspired by the beautiful and energetic city of Lahore that is the hometown of the brand and the landscape for numerous memorable life stories. We especially love the bright coloured Imran Khan kurtas!
Photos courtesy of Faisal Farooqui at Dragonfly
Nida Azwer stayed true to her signature feminine aesthetic with her Luxury Pret collection entitled “The William Morgan & Morris collection”. Nida primarily used dark blues, turquoise, manganese purple, greens, Indian reds, and lemon yellows incorporated in this collection across her signature styles and cuts. It was a safe but beautiful collection, that will easily translate into store sales when her flagship store opens in Lahore in two weeks, on the 15th of May 2013. Situated in Lahore’s popular retail hub on M.M.Alam Road, the Nida Azwer Lahore store has been designed by leading interior artist Yousaf Shahbaz of Strata.At the store, the brand will retail their coveted pret line ‘The White Label’, stitched Nida Azwer lawn suits, kids wear and a selection of their formal wear, along with bridal as well. The ‘William Morgan and Morris’ collection showcased at PFDC Sunsilk Fashion Week will also be available at the store. The Nida Azwer atelier will also be launching a second standalone store in 2013, in Karachi’s Oceans Tower, in May.
Speaking about the opening of the Lahore store and her collection for PFDC Sunsilk Fashion Week, Nida Azwer said “2013 is an important year for my brand as this is the year we are opening our own stores in two of Pakistan’s key cities for retail – we are naturally very excited with making the brand more accessible to a wider diversity of people, having first taken the plunge into a wider retail network when we introduced a lawn collection earlier this year.”
INTERVIEW WITH NIDA AZWER
1.What inspired you this season?
I have been inspired by the works of William De Morgan and William Morris. Their works have fantastical birds, florals, fauna and animals engaged as intricate and popular motifs and a mixture of East and West is seen in their historic work which I have tried to reinterpret in my collection complimenting my design philosophy of revival within a modern context.
2.How would you sum up your collection in five words?
Classic, edgy, fantastical, eclectic and fun
3.What has been your personal best fashion moment so far?
The outfits I made for Anushka and Aleezeh Lakhani and their mom for Anushka’s Mehndi.
4.What’s the best thing anyone has ever said about your work?
That they have never seen such attention to detail.
5.What is your biggest strength as a designer?
My designs, colours and patterns.
6.What are your favourite colors to work with and why?
I like working with all colours. I like a new palette each time I’m defining a new collection.Having said this I think you will always see blue and white in my work.
7.What are your favourite fabrics to work with and why?
I work with only pure fabrics like pure nets, cotton, linen silks lame and laces. Quality of my product is very important to me
8.How would you define your personal style?
9.How would you define the style your line exemplifies?
10.What matters to you most as a fashion designer?
I must love what I make.
11.Who is one of your favourite models to work with?
I enjoy working with all of them.
12.How would you define the fashion scene in Pakistan?
The fashion industry is moving forward very rapidly in Pakistan. We are opening retails stores as demand is increasing because now most women here want to be on trend. That’s definitely a very positive sign.
13.What is your favourite international design house?
I love Thomas Maeir’s work.
14.What is your current state of mind?
15.Where can readers find out more about you and your work?
They can find us on Facebook or visit our stores and/or studio.