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. Nida has always been inspired by the fine craft of local Pakistani artisans. She is recognised for her 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.