Nida Azwer Atelier- retail outlet by fashion designer Nida Azwer opens at Ocean Mall, Karachi

Nida Azwer Store at Ocean mall, Karachi
The buzzing launch of Nida Azwer Atelier, Karachi
Nida Azwer is on a roll. She’s launched her own lawn line, shown at PFDC Sunsilk Fashion week and has now opened two retail outlets in under a month. Following hot on the heels of her first store which is in Lahore, her second outlet opened on Saturday 1st June at the brand new Ocean Mall in Clifton, Karachi.
The tiny boutique feels surprisingly roomy, its predominantly white décor giving the illusion of space . The chic interior by Ahsan Najmi Bilgrami and the team at YOC’A is on a minimalist theme with generous display racks. A futuristic cuboid capsule displaying formal wear adds interest and depth to the store.
This jumpsuit was one of my favourites
One of the bright young things of fashion, Nida launched her label barely six years ago. She’s won critical acclaim at fashion weeks in both Karachi and Lahore and is incredibly versatile. From lawn to bridals and everything in between, Nida has proved she’s a talented designer.

She launched her ready-to-wear casual wear line The White Label a year ago so this is not her first foray into retail. One of the key selling points of the White Label is that the outfits have a very strong signature and yet are competitively priced. Nida Azwer Atelier goes much further than The White Label, offering a complete range from stitched lawn kurtas to digitally printed and embroidered luxury pret. All the stock in-store bears some of the hallmarks of a Nida Azwer design, be it her quirky block-prints, her intricate embroidery or her luscious digital prints. You can tell they are Nida Azwer outfits at a glance.

Details from luxury pret outfit by Nida Azwer
Details from luxury pret outfit
Nida has included jumpsuits, wraps and funky cuts for the more adventurous but the majority of her stock has a broad range of appeal. There are tunics from her William Morgan PFDC collection, straight cut cotton kurtas suitable for work and plenty more. The semi-formal collection in particular is bound to be a huge hit on the dinner party scene.
Embroidery detail on Nida Azwer Outfit
Embroidery detail
The stitched lawn kurtas start at Rs3,000. Block printed cotton kurtas are 4,500 and up which simple digitally printed tunics start at 14,500. The most expensive outfits in-store are lightly embroidered digitally printed outfits on silks, silk net and chiffon. They are priced at Rs32,500 but can easily be worn to an engagement or a formal dinner. The lawn and cotton kurtas are inline with the likes of Khaadi price-wise which is smart retail policy. The semiformal and luxury pret line are in the same ball park as Sania Maskatiya and SanaSafinaz, though Sania is a tad more expensive and SanaSafinaz give more embroidery for the same price. Nida’s outfits however are true to her design sensibility and that is what will appeal to customers.
Nida Azwer Atelier will appeal to the same clientele that has made Sania Maskatiya’s retail outlet such a success. While customers will have to head to Nida’s bridal showroom for couture and bridals, this store has a bright future. Those designers who design well but don’t make their clothes easily available take note. Nida Azwer Atelier offers a huge variety of cleverly priced outfits that scream designer-style – a master-class in retail designer pret.
Copyright 2015 Karachista. All rights reserved
Salima Feerasta
Salima Feerasta
Salima Feerasta is chief editor of and one of Pakistan's top fashion and lifestyle journalists.

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