|From the desk of Promoter - Fatima Irfan|
Passion for clothes and a desire to look different always kindled my imagination from as long as I remember. Before shopping, I always imagined the attire I wanted and what I found in the market satisfied neither my imagination nor my wants.
My desire to look different and present myself in my own unique adaa (persona) seemed a distant dream until I looked within myself to fulfill it. Calling upon my imagination and basic skills of attire making I commenced the task of designing and creating my own wardrobe.
The appreciation my wardrobe received within my social circle encouraged me to expand my passion and imagination beyond myself. In the year 1996 I exhibited my maiden collection of summer wear in cool cottons and muls, which subtly blended the traditions with modernity and aimed to enhance lifestyle without compromising values. The result was a complete sell-out.
My maiden experience boosted my confidence and self-belief. I commenced to organize expositions of my designer collections in diverse themes at regular intervals. During this period a select group of patrons became my regular clients and Adaa went into fulltime business.
Every outfit created at Adaa is a subject of my personal interest and gets my attention in minute detail at every step of creation.
The team at Adaa holds its pride of workmanship in highest esteem and every creation is an embodiment of concern, care, commitment and quality.
Revival of Traditional Fabric Works
At Adaa, the intricate and extensive traditional fabric works like zardozi, Aari, Resham, Badla, chikankari, which are largely responsible for the western myth of the exotic India, are nurtured to perfection.
The antique art of pure zari border designs (which one admires on saris, dupattas and formal attires in museum glass cases) were launched by Adaa a few years ago is now a rage of fashion industry especially in bridal and wedding collections.
Revival of Traditional Fabric Weaves
Through research, study and lot of effort, we not only revitalized the antiquated arts of pure zari designs but also the traditional fabric weave that went with it by seeking out and cultivating those who still has the art living in them. These resources now form the base of our complete bridal trousseau that beholds the eye of admirers.