Throughout our lives, every single day, we drape ourselves with clothes. Our clothes represent our personality, our mood and even our ambitions. But have we ever stopped to think of the people who invest their lifetime in creating that favorite black dress of yours? One woman against all odds has broken norms in Pakistan and has held together her unit of ancestral craftsmen for the love of cloth and design.
Married and a mother of three, Nida Paracha inherited her love for the cloth and design from her mother. It was all meant to be – to design, and style and no one could steer her away from her destiny; not even her own decision to pursue a completely different form of art.
A painter and poet at heart, Nida fondly remembers her mother engrossed in dress design right in the middle of her lounge on a dining table. And I had the pleasure to catch some of her heart-warming stories in the flash just before her latest Eid Collection unveiled this Saturday.
In an industry where everyone is caught in a never-ending race to creating a brand name, Nida Paracha has dedicated her time towards extending her legacy. Her vision for her work knows no boundaries coupled with her down-to-earth and unpretentious nature translates clearly into her masterpieces.
On Saturday, September 19, 2015 I was amongst the many who witnessed her latest Eid Collection during an exhibition at Prince Jewelers & Diamond Arena in Karachi. And let me tell you something straight away, I could not believe that designers clothes were even possible in such affordable price brackets. I was baffled at the quality of cloth, design and stitching showcased at such prices. I’d like to thank Nida for making designer clothes affordable for middle, working-class women like yours truly.
Another thing that struck me is that her collection had definitive divisions, meaning there was certainly a huge variety for your festive palate but I could even see pieces that were apt for a luncheon with your girls, pieces that were totally appropriate for work and even ones that could be worn to your brother’s engagement. Such an eclectic taste could only come from someone who does it for the love of it all!
And Nida, I must say, your hand painted, chiffon Kaftans and Drapes were to die for!
Following is the transcript for the interview with Nida Paracha:
Ifrah Waqar – Where does your artistic influence come from and when did you start making clothing?
Nida Paracha – It all began in my early years, watching my mother taking frequent trips to all corners of India and Bangladesh. Upon her return our friends and relatives would pour in, and be in complete awe of the luxurious and exotic fabrics she had curated. She would involve me along the way and ask me to learn karayi or work with sitara. She always advised me to work in fashion where as I, at first wasn’t interested at all but today, I am here and I cannot possibly imagine doing anything else.
Ifrah Waqar – Everyone has to start somewhere. What was your first job?
Nida Paracha – My first job or assignment whatever you’d like to call it happened to track me down in Bangkok, I was traveling with my husband when I met a lady who inquired my help in Pakistan with her design project. When she saw me in my own designs, she asked me if I could prepare an entire exhibition for her. I was new to this world and explained the same but she insisted that I do this, and I am glad that I did that was my first professional job and it paved my path.
Ifrah Waqar – What is the biggest lesson that you have learned since you started your company?
Nida Paracha – Unfortunately it is not a good one. With everything going digital, we have forgotten our roots. This country is filled with unbelievable talent and skilled craftsmen but we no longer remember that. I must credit designers like Nida Azwer and Sania Maskatiya who have taken the liberty to go back to our arts like block printing and reserved what is left of our heritage, I want to follow the ideals set by Bunto Appa & Sughran Khala (Kazmi). I strive to make certain all these techniques including Tie-dye, and hand painting and many others come together in my collection.
Ifrah Waqar – How difficult it is to survive in this industry with so much of competition?
Nida Paracha – I am not part of the direct industry per say – if you noticed. I am just following my roots. Take my label’s name for instance Parachabafi which literally means, ‘millers of cloth’ and my ancestors who have been involved in this craft for age. I am not in it for the money; I am just doing what’s in my blood. I do not intend to market my brand name only; my intention is to create clothes that make me people come alive.
Ifrah Waqar – How do you describe your fashion brand and style?
Nida Paracha – I would have to say versatile. I like to create a piece that allows you to dress it up or dress it down. A piece that is affordable and yet paired with your statement piece can be worn to even a Valima Ceremony.
Ifrah Waqar – How do you see the Digital/Social Media affecting fashion in Pakistan?
Nida Paracha – It has certainly added a new dimension to this field of work. Building a clientèle and engaging your community has become easy. People can reach out to you from far and wide and yet you connect to them on a personal level.
Ifrah Waqar – What advice do you have for aspiring fashion designers?
Nida Paracha – Give yourself time in this field. Earn a degree and accept the learning curve with open arms. A degree is very important in such a field especially. I do not possess a degree and I know the struggles that crossed my path because of it. Before you decide to start your own brand name, give yourself the time to stumble along the way. You need to know that this industry expects your heart and soul, invest your time, gain experience and then take it to the next level.
Ifrah Waqar – Who would you love to style?
Nida Paracha – My mother. She has been my inspiration through and through. I wish she was here and I could make something exclusively for her. (Smiles in wonderment) Her persona and her style has truly been the cornerstone of each and every collection I have ever designed.
Ifrah Waqar – Thank you so much for your time and thank you for making me a part of your delightful journey.
Nida Paracha – It was my pleasure Ifrah, it was lovely speaking to you. Thank you.
If you are looking for a piece that truly defines you then reach Nida Paracha at: Facebook, Twitter or Instagram.