When Azeeza Khan established her striking womenswear label Atelier AZZA in early 2012, setting up a flagship boutique was definitely not the last item on her ‘to do’ list – it wasn’t on the list at all! With a firm focus on developing her brand and showcasing to buyers, Khan was only persuaded to entertain such a notion when a The Shops at North Bridge representative approached her with the idea later in the year. Thankfully, a few frank discussions brought the rising fashion star around, and following a swift store renovation and crash course in retail operations for Khan, the brick-and-mortar home of Atelier AZZA opened with a bejewelled flourish in late April.
Stocking all of her glorious ready-to-wear designs as well as providing a situ for custom appointments, the Michigan Avenue store is as stylish at the woman herself, with a chic fitout of polished wood floors, simple white walls, and mixed contemporary and baroque-inspired furniture pieces like lucite shelving and octagonal, gilt-framed mirrors. While subtly exuding ultimate sophistication, the monochrome backdrop allows Khan’s vibrantly-coloured and embellished designs to take centre stage. Swathes of bold, floaty silks, Swarovski crystal and semi-precious stone-encrusted detailing and ultra-feminine silhouettes command the attention of all who enter, and there’s even a non-advertised bespoke wedding gown service for only the most statement-making brides. Flirty fashion has found a new home!