The Pakistani Spectator

Nida Azwer made a definite mark in 2008 with gorgeous shoots and a nomination for Best Emerging Talent at the Lux Style Awards.

One knew Nida Azwer socially. Young girl, in her early twenties, petite to the point of being diminuitive, soft spoken, cheerful and bubbly, Nida is the antithesis of the diva designers who have made it big. That is why a
visit to her kaarkhana-come-outlet in Phase II extension in Karachi is a revelation. A tour though the four storey building reveals one of the most incredible set ups that I have seen of someone who has only been designing for three years.

Nida Azwer heads a workforce of 68 people. She has a dyer on the top floor, screen printing below that, the embroidery department on the second floor and pattern cutters and tailors on the ground floor. The building was owned by her mother Zeenat Azwer who ran a garment export business from there. Now, her mother has moved out and Nida moved in when after her thesis showing at the Indus Valley School of Arts she started getting orders for clothes and they kept on coming fast enough for her to become a full fledged designer. It has to be said that the building is rather basic and ramshackle, but then again it has to be said that Nida has only been a designer for three short years now. However the set up is hugely impressive in terms of functionality.