How would you describe your signature design aesthetic, and how does this collection align with your overall vision?

We keep it raw, authentic, and true to what we personally love while staying aligned with our brand’s DNA.

What specific inspirations, whether historical, cultural, or artistic, influenced the design direction of this velvet collection?

A few years ago, we created a collection inspired by Lollywood’s golden era, which was a huge success. We loved it so much that we wanted to revisit it and celebrate Lollywood’s legacy and style.

Who is the ideal customer for this collection, and how did you consider their preferences and lifestyle in the design process?

Any woman who wants to look classic while embracing the roots of our heritage and culture.

Why did you choose velvet as the primary material for this collection, and what unique qualities of the fabric did you aim to highlight?

It’s a winter festive collection, and velvet is unparalleled for this season. It’s my personal favorite because of its richness, warmth, and elegance.

What specific embroidery and embellishment techniques were employed in creating these pieces, and how do they contribute to the overall luxury and elegance of the collection?

We used a mix of techniques, mainly tilla, marori, zari, nakshi, gota, and sitara work. These enhance the opulence and timeless appeal of the pieces.

How does your brand approach sustainability and ethical sourcing, and are there any specific initiatives or practices implemented in this collection?

Unfortunately, sustainability efforts in our country are minimal. Designers and brands are working independently without systemic support. This industry has great potential to generate revenue for Pakistan, but we need serious attention and action.

How do you perceive the future of the fashion industry, and what emerging trends or technologies do you anticipate will shape the landscape?

I’m concerned about the lack of infrastructure to promote our crafts locally and globally. Without support, smaller brands will struggle, and we risk losing this industry’s potential to boost Pakistan’s economy.

What are your long-term goals for your brand, and how do you envision its evolution in the coming years?

We’re going with the flow, striving to give our best. The goal is to put in 100% effort and enjoy the journey, wherever it takes us.

What advice would you offer to aspiring fashion designers who are passionate about pursuing a career in the industry?

“Mehnat ka koi alternate nahi” (There is no substitute for hard work).

What are the standout pieces in this collection, and what makes them unique and special?

The standout pieces reflect a perfect balance of heritage-inspired embroidery, luxurious textiles, and timeless silhouettes.

How do you envision this collection being styled, and what occasions or settings would be appropriate for these pieces?

These pieces are perfect for winter weddings, festive gatherings, and any event where you want to make a regal statement.

Can you provide any insights into the direction of your future collections, and whether we can expect to see more velvet pieces in the future?

We’ll continue to experiment with velvet and other luxurious materials, especially for winter collections.

What were the biggest challenges you encountered during the design and production process for this collection, and how did you overcome them?

In the past, challenges were more work-related. Now, external factors like smog, political instability, and electricity and gas shortages have made things more complicated.

Are there any upcoming collaborations or partnerships that you’re excited about, and how do they align with your brand’s vision?

Something big is coming in 2025—stay tuned!

What is the most rewarding aspect of being a fashion designer, and what drives your passion for creating beautiful garments?

I feel proud to play my role in preserving and promoting Pakistan’s craftsmanship globally. Supporting our hand embroidery artisans, dyers etc  and showcasing their unmatched skills drives my passion.