Shahrukh Imtiaz is the creative force and marketing visionary behind Élan and Zaha, two of Pakistan’s most iconic fashion houses. With over a decade of experience in fashion marketing, she has collaborated with top Pakistani and Indian celebrities, built strong PR networks across the subcontinent, and worked with leading international fashion brands. In addition to fashion campaigns, she directed TVC’S Also, showcasing her versatility and storytelling skills. Through her campaigns and global collaborations, Shahrukh has redefined how fashion stories are told in Pakistan, blending creativity, strategy, and cinematic vision.
Over the years, Shahrukh Imtiaz has been at the heart of countless milestones — from launching Élan and Zaha stores to orchestrating Élan Lawn events, and curating solo shows for both Élan and Zaha, including a PFDC showcase for Zaha. She has also introduced and launched several fresh faces in the industry, shaping the next generation of talent. Each project reflects her signature vision, meticulous attention to detail, and ability to turn every moment into an unforgettable experience.

 

What inspired your journey into fashion marketing and creative direction?

My journey into fashion marketing and creative direction was inspired by a fascination with the poetry of aesthetics, How emotion, beauty, and storytelling intertwine to create something unforgettable. Luxury, to me, has always been about more than design, it’s about crafting desire, shaping dreams, and evoking a world that feels both intimate and aspirational. The ability to translate vision into emotion to make people feel something extraordinary  is what continues to inspire me every day!

You played a key role in launching Zaha under Élan. What was the vision behind the brand?

I remember back in 2017 when we began working on the idea of creating a retail brand that felt both attainable and aspirational. After nearly a year of brand building, ZAHA launched in 2018, an exciting and deeply rewarding journey for our team. Of course, it had its challenges, but we believed in what we were creating. Guided by my mentor, Khadijah Shah, this experience taught me that true luxury lies in confidence, emotion, and individuality. For us, the ZAHA woman embodies that spirit, she’s confident, aspirational, and truly, every woman is ZAHA. #IAMZAHA

How would you define your creative direction style in a few words?

The Visionary’s Manifesto

Trends come and go, but emotion endures. I create stories that become references, not replications because true vision doesn’t echo the world, it redefines it.

How do you strike a balance between modern trends and timeless elegance in Élan and Zaha campaigns?

Élan is about creating high-fashion, editorial moments — aspirational and timeless.

Zaha, on the other hand, celebrates the modern woman — relatable, expressive, and effortlessly stylish.

Which campaign or collection holds a special place in your career so far?

Every collection has its story, but Silsilay — Élan Lawn 2024 was nothing short of a dream. It was a three-day shoot set against the breathtaking beauty of Swat — the people, the warmth, the hospitality — everything felt touched by magic. We recreated the essence of the film Silsila, and everyone on set was completely immersed in that world — the romance, the nostalgia, the poetry of it all. I had been listening to ‘Dekha Ek Khwab To Ye Silsilay Hue’ all year, and when it played on set, it truly felt as though the universe had orchestrated that moment. Even back at the Élan headquarters, we’d play that song while designing and stitching — the entire office was wrapped in that same ethereal energy. It’s incredible how deeply it affects you — when you breathe that mood for so long, it becomes a part of your soul. Adnan and Mushk looked otherworldly, and with the most wonderful team beside me, the campaign became everything I had ever dreamed of — and more !

Collaborating with Celebrities;

You’ve worked with some of the country’s biggest stars like Mahira Khan,Ayeza Khan Mawra Hussain, and Urwa Hocane. What makes a great brand-celebrity collaboration?

For me, a great brand–celebrity collaboration goes far beyond fame It’s about energy, authenticity, and shared emotion. I’ve been lucky to work with some incredible women Mahira Khan, Mawra Hocane, and Ayeza Khan , each one so distinct yet equally inspiring. Mahira is truly beautiful, inside and out. Mawra is my other half — we just understand each other’s creative rhythm without words. And Ayeza, she’s the epitome of grace and humanity. They’re all consummate professionals, and when their energy aligns with the brand’s story, the result is

nothing short of magic.

How do you cultivate such strong, meaningful relationships with the celebrities you work with

Every celebrity I’ve worked with holds a special place, and my relationship with each of them is unique. Amar Khan is like a sister to me, and her mother feels like my own. Durey Fisha is humble, supportive, and a joy to collaborate with. Saba Qamar, Aymen Saleem , Urwa Hocane, Areeba Habib, Sonia Hussain, Sara Khan, Ushna Shah — all have beautiful souls, and talking to them feels like chatting with best friends. Each connection is different, each bond meaningful, and that’s what makes every project so special.

Any memorable moments from these collaborations that stayed with you?

I’ve been fortunate to work with some of the most remarkable women in the industry.

Mawra Hocane, my creative soulmate, has been by my side for nearly a decade — her dedication, warmth, and tireless spirit never cease to inspire me.

Ayeza Khan is the definition of professionalism and grace  during our last 26-hour shoot, she didn’t utter a single complaint, just pure commitment and brilliance. And

Mahira Khan — she’s pure magic. When you’re around her, you can’t help but fall under her spell. Each of them brings a light that elevates everything they touch.

How do you deal with high expectations and creative pressure?

I’ve learned to trust myself and Allah — that’s how I manage it all. Every single day brings its own challenges, but I choose to face them with faith and turn them into something amazing. When you create with belief, gratitude, and purpose, even the hardest days become part of something beautiful.

What inspires your creativity outside of work?

What inspires me,

My mother — her strength, grace, and unwavering faith keep me grounded and inspired.

Life itself — every emotion, moment, and experience holds a story waiting to be told.

The beauty of nature — its colors, silence, and ever-changing moods remind me of balance and creation.

Art and music — they move me, awaken emotions, and spark new ideas.

People and connections — my friends, their energy, laughter, and honesty constantly remind me what authenticity looks like.

Stillness and observation — sometimes, the quiet moments teach me more than the loud ones.

Any dream projects or collaborations you’d love to do?

With Vogue, and also with filmmakers like Mohit Suri and Karan Johar. I’d love to blend fashion, emotion, and storytelling on that kind of cinematic scale.

How would you like your contribution to be remembered in the Pakistani fashion industry?

I want to be remembered as a “free bird”  just like my mom and her friends call me. Someone full of life, energy, and light. A woman who worked hard, stayed graceful under pressure, and never lost her joy, no matter how tough things got. I want people to remember me as someone who made her parents proud, who dreamed fearlessly, and who always chased perfection, not for approval, but for the love of creating something beautiful.

How is your relation with Khadijah Shah?

K SHAH is so much more than a mentor — she’s my friend, companion, and guardian angel all in one. For nearly 11 years, we’ve learned, grown, and evolved together. She saw a spark in me when I was just a communication designer and nurtured it into everything I am today. We’ve travelled together for countless shoots, shared laughter and tears, creative chaos and calm, and moments of pure understanding. She’s taught me strength, grace, and resilience — how to lead with heart and create with purpose. Wherever I stand today, it’s because she believed in me — and for that, I will forever love and cherish her.

Most Difficult Shoot/Campaign?

My Sri Lanka campaign — Élan Lawn 2023 — will always hold a special place in my heart. On the last day, everything fell apart: no production, no lights, no vans, no location permits. Just me, Nadir, and K. Shah, navigating the streets with our cameras and creativity. We chased the light, trusted our instincts, and somehow, the campaign turned out beautifully editorial. It reminded me that true magic doesn’t need perfection — just passion, vision, and the right people by your side.

Zaha Lawn 2025 was another test of resilience. Shooting in sprawling meadows, battling unpredictable weather, rain on the third day, long hours, and the harsh elements — it could have stopped us. But we pushed forward, fully immersed in the work, and the images captured the energy and beauty of the moment. These experiences taught me that creativity thrives in adversity, and that even climate challenges and obstacles cannot dim the power of passion, teamwork, and relentless determination.”