Fashion designer Sahar Atif showcases designs highlighting Sindh’s heritage

Emerging fashion designer Sahar Atif on Wednesday gained recognition by presenting her value-added denim collection to buyers from the global garment industry.

The event showcasing Sahar Atif’s collection was held as part of the ongoing TEXPO Pakistan-2024 in Karachi organised by the Trade Development Authority of Pakistan.

Sahar Atif said adding value and design to denim based on the rich cultural heritage of the country would surely attract buyers from the international fashion market to earn foreign exchange for the country.

She said that she had showcased sustainable designs of denim as per the current theme of TEXPO Pakistan while at the same time highlighting the cultural heritage of Sindh. Sahar Atif graduated from the Pakistan Institute of Fashion and Design belonging to its first batch while she later did an Executive MBA from LUMS. She said her latest denim designs are a tribute to Ajrak and Ralli that are the manifestations of the rich cultural heritage of Sindh.

With a chiselled focus on climate change, using fashion as her medium, designer Sahar Atif’s collection ‘Salvaged Selvedge’ carefully deconstructs denim and integrates the age-old practice of Ajrak, a centuries-old block printing technique from the Sindh region of Pakistan.

In the quest for sustainability, woven shreds of denim emerge as a transformative solution that embodies both creativity and environmental responsibility. Scraps of deconstructed denim woven into unique patterns, breathing a new life into old materials. Each piece celebrates modernity in silhouette, seamlessly fused with cultural heritage, giving a new definition to Pakistani denim wear.

“By honouring traditional textile techniques and integrating them into contemporary designs, we have created pieces that resonate with both, local and global communities,” said Sahar Atif.