“While studying fashion, we learned so much about creativity, but very little about what it truly takes to run a business. When my own wedding outfit came apart, it made me realize that even the most established names sometimes forget the people they’re designing for.

I promised myself then that no one else should feel that disappointment. And I thought—surely, we can do better.”

Afifa completed her studies at Pakistan’s leading university for fashion and design and went on to work with the country’s most prestigious retail houses. Yet, on her wedding day, a realization crystallized—designers were creating for themselves, not for the people they claimed to serve.
Her ambition became unmistakably clear: to build Pakistan’s largest luxury house—one that speaks to its audience, honors its culture, and operates on her own terms. One year later, placing her trust in herself, she began that journey, launching her label with a workforce of just three.
At its core lies a vision rooted in preservation through value creation—where economic vitality becomes a means of safeguarding culture; where true maximalism is achieved through intentional restraint rather than excess; and where Pakistan rises as a defining force in the future language of global luxury.

Afifa
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