[Karachi, 2nd June 2013]: After successfully launching her first ever standalone flagship store in Lahore, Nida Azwer launched her first retail store "Nida Azwer Atelier" in Karachi on 1st of June 2013 marking her second store nationwide. The store is located at the newly constructed Ocean Tower situated near Do Talwar in Clifton.

"Nida Azwer Atelier" was inaugurated by Shahnaz Ismail, dean of design in Indus Valley School of Art and Architecture. The exclusive preview of the brand new store was attended by designers, media personalities and socialites alike such as Safinaz Muneer, Sana Hashwani, Ayesha Hashwani, Hina Bayaat, Misha Lakhani, Umair Tabani, Kiran Aman, Sanam Chaudhry, Maha Burney, Moshin Sayeed, Maheen Karim, Zahir Rahimtoola and Nieni Rafi. Public Relations for the event was handled by Lotus PR.

"Nida Azwer Atelier" features the label's coveted pret line 'The White Label', a trendy and chic prêt a porter collection designed keeping in mind the contemporary woman who shops for clothes that are wearable, price accessible and in line with modern trends. Based in bright hues with the label's signature modern silhouette, Nida Azwer has designed the collection to make "The White Label" an integral part of every woman's wardrobe, with each piece staying true to her definitive attention to detail, cuts, play of colours and textures. The label is based in pure cotton, silk, linen, chiffon and cotton/silk net fabrics. It also includes pieces accentuated with the signature Nida Azwer screen printing and digital printing. The label's Ready-to-wear formals will also be available at the new store, with Nida Azwer introducing her Kids Line in coming months.

Speaking about the opening of the Karachi store, Nida Azwer said, "This is our second shop launch within a month and we are extremely excited to have a retail store for our clients in Karachi. We have received a tremendous response from Karachi consumers who have long requested us to open an outlet in the metropolitan city. We are very excited about making the brand more accessible to a wider diversity of people. "