Where Heritage Meets Haute Couture
Made-to-Order • Limited Pieces • Custom Designs
- Design & Development Services
- Pay Per Click
- Content Marketing
- Social Media Management
- Media Production
- Online Marketplace Marketing
Every Azaadi garment is rooted in craftsmanship. We work closely with skilled artisans and design each piece to respect the time, precision, and cultural history behind the work.
Azaadi is a luxury fashion label focused on handcrafted embroidery and thoughtful design. We bring together traditional hand embroidery techniques and modern silhouettes to create pieces that are personal, intentional, and made to last.
For us, it represents freedom of expression through clothing. Freedom for artisans to be recognised for their skill. Freedom from fast fashion that values speed over substance.
Azaadi exists to give traditional hand embroidery a place in contemporary fashion, without diluting its value or purpose.
– Founder
Elle Amani comes from Indian and Pakistani roots, where hand embroidery has long been a part of daily life and cultural identity.
Her grandmother was an accomplished embroidery artisan, and some of Elle’s earliest memories are tied to watching her work with patience and care. That close relationship shaped Elle’s understanding of craftsmanship as something deeply personal, not decorative
Through her own life experiences and personal challenges, Elle felt drawn back to that legacy. Azaadi began as her vision to carry forward the work of her grandmother while reimagining it for a modern world.
– Co-Founder
Shahzaman Shaikh was raised in Mumbai, India, in a home where embroidery was not an abstract concept but a living craft.
His father is a hand embroidery artisan, and Shahzaman grew up surrounded by fabrics, techniques, and conversations about the value of skilled work. Although his professional background is in digital marketing, his connection to craftsmanship has always remained close.
Over time, Shahzaman saw how many talented artisans remained unseen despite their expertise. His role at Azaadi is to help bridge the gap between traditional artisans and a global audience that values authenticity and quality.
Every Azaadi piece begins with design intention, merging contemporary aesthetics with time-honored embroidery techniques.
Hand embroidery techniques passed down through generations
Contemporary silhouettes designed for modern wear
Limited production and made to order pieces
Ethical collaboration with artisans
No two pieces are identical. Variation is part of the craft and a reflection of its authenticity
Azaadi is a growing collective of designers, artisans, and cultural storytellers.
We believe clothing should carry meaning. That what you wear can reflect values, history, and individuality.
As Azaadi grows, our commitment remains the same. To create fashion that honours craftsmanship and gives artisans the recognition they deserve.
