Azaïdé.
Free-minded.

Azaïdé draws her deepest inspiration from her grandmother, who has been a profound influence on the artist's life. Her grandmother's stories about advocating for human rights and cultural heritage in North Africa left a lasting impression on Azaïdé, who views her as a role model.

The artist's name is also derived from her grandmother's travels to Iran in the 1980s, where she discovered the Persian word Azadeh — meaning free-minded. This name aptly reflects Azaïdé's artistic inspirations and her mission to promote emancipation and liberation through her Couture Divas collection.

“It is important to highlight the beauty and courage of every woman. Through my work, I pay a tribute to all of them,” said Azaïdé on her collection.

Azaïdé's creative process is fascinating. She begins by assembling old black-and-white photographs and envisions a story about the people she portrays in the image. Through her art, she empowers cultural heritage and encourages people to shatter boundaries and explore their full potential by creating new narratives. Azaïdé incorporates modern elements from pop culture to ensure that everyone can relate to her pieces.

Her work is a celebration of Arab heritage, showcasing her unique interpretation of traditional Arab attire and dress with a modern twist that empowers and encourages global cross-cultural dialogue — inspiring us all.

Having developed a deep-seated passion for art during her upbringing, Azaïdé ventured into the fashion industry in China before eventually settling in Dubai. Her insatiable appetite for diverse patterns and colours culminated in a fusion she calls retro-pop-art-revolutionary — artfully captured through photography, fashion and pop culture.