Bangladeshi-French fashion trailblazer Aydha Mehnaz launches avari, an advisory group supporting creative businesses

Aydha Mehnaz launches avari, an independent advisory group to support creative businesses. Headquartered in New York City at 161 Water Street, avari will pillar strategic advisory as one of its primary missions, working with established organizations and emerging creatives, globally.

‘In Sanskrit, the word ‘avari’ is derived from the concept of being unbounded, a shapeshifter. That’s exactly what we would imagine avari to be - a consistent partner that helps brands and organizations evolve into their next step’. Team avari thrives on cultural fluency.

‘In the context of Bangladesh, we have supported designers and organizations behind the scenes with workshops, brand strategy, shows, leading conversations to orchestrate local and international campaigns, and our relationships across the board have been instrumental to their development.

Mehnaz in this new advisory role brings more than a decade of experience in leading high stakes brand strategy for fashion, luxury and lifestyle brands at a global scale. With the formal launch of avari, she signals the intention of opening a chapter in Paris, alongside strengthening avari’s presence in Dhaka.

‘We continue to work with storied luxury houses who have amazing brand legacies. Via avari, I genuinely look forward to applying that acquired knowledge independently at various scales and for projects that we are truly passionate about’.