Aza unveiled its latest collection showcasing works from different parts of the country

Making the ordinary, extraordinary, Aza launches another tantalizing collection of apparels. Offering a spectrum of couture clothing, Aza specialises in occasion wear. By paying homage to ethnic Indian style, the unveiling of one of its collection, ‘Contemporary Classics – A collection of timeless Indian wear’ took place last week.

Aza located in Delhi, Mumbai and Ludhiana is a multi-designer fashion house and the brain child of Dr. Alka Nishar, celebrating the works of multifarious designers in India. “The word ‘Aza’ means desire and expectations. When I started this store, it was my desire to fulfil my client’s expectations of dressing up well for any occasion. We dress up our clients completely, from head to toe including accessories and footwear,” says Alka.

Presenting the finest of Indian fashion to the Indian consumers, the new collection at Aza showcases and felicitates the Bollywood actors, Madhuri Dixit and Huma Qureshi, who were present at the event. “By identifying Aza as their fashion destination, Madhuri and Huma are here to support us. We dedicate the theme of this collection to Dedh Ishqiya’s actors,” says Dr Nishar.

Curating the best of fashion, this collection portrays vivid shades of clothing from different parts of India. From chanderi work of Madhya Pradesh to zardosi from the Mughal era, this collection has a wide range of various embroideries along with fabrics like net, velvet, chiffon and georgette. Pre-draped saris, bridal lehengas, anarkali suits are few of the attires that this collection presents to the clients. Introducing the traditional motifs in a contemporary style, the designers have played with vibrant colours, ranging from the usual black and white, to subtle colours like beige and peach.

“I have used hand woven silks, lots of net and bright colours to make my clothes appealing. Huma is wearing one of my sari gowns today. My current couture and my classics are a part of this collection,” says Varun Bahl, who is one of the designers of this collection.

Aza stands to be the ultimate destination for occasional wear. “We dress our clients for different occasions. It can be for a lunch, a brunch, a dinner, a wedding, a beach party. For any occasion one can come to us and we’ll be happy in dressing them up. It is a one stop solution. I started Aza with this feeling only. It’s a large integrated collection of designer wear. We have variety of designers and variety of collections,” elaborates Alka.

Apart from dressing up the clients, Aza also does customization and makeovers. “What happens is so many of the Indian ladies prefer to wear clothes in their comfort zone. Here they get an opportunity to try out a variety and we suggest them to try out our outfits just once. If they don’t like it, then we ask them not to come out of the trial room. Invariably they would love it and go that extra mile, that yes we would like to try it,” explains the one of the designers.

A visionary of remarkable designers of India, Aza believes in offering value for money. “What we have is definitely on a high-end, but then what we offer has quality,” says the marketing official of Aza.