One on One: Sahar Atif

Coveted designer Sahar Atif tells us about her journey, her aspirations and the struggles she's faced

Coveted designer Sahar Atif brings forward the authentic essence of artisans from the remote regions of Pakistan. After having graduated from the first batch of Pakistan Institute of Fashion and Design, as well as acquiring an Executive MBA degree from LUMS, she has accumulated vast knowledge and experience in fashion and design.  We talk one on one with Sahar as she tells us all about her journey, the struggles she faced and her opinion on the fast paced changes that the fashion industry is accustomed to

What sparked your interest in fashion?

To put it simply- I never chose fashion, fashion chose me! A rejection from NCA in 1994 left me with limited options. I happened to stumble upon the Pakistan School of Fashion and Design (now PIFD) as part of its premier batch.



What has been the best part of teaching so far?

Teaching fashion requires learning every single day. Right when you feel you know it all, the fashion landscape takes a turn, which actually makes it an exciting subject and industry, change being it’s only constant. Although I love interacting with the youth, recently the continued/adult learning programme in Fashion Design that I am setting up for LUMS is extremely exciting. It empowers people to translate their creativity into tangible business ventures and hence change their lives.

How did the evolution of your brand Saai to Sahar Atif come about?

Saai was a customised bridal and formal brand, which was the trend back in the day. Moving on to Sahar Atif pret, retailing out of ChenOne Stores nationwide and our own e-commerce store, has been the timeliest decision taken by us. Ready-to-wear clothing clubbed with the retail boom in Pakistan has taken the brand to the next level. Sahar Atif Girl, is another line we pride ourselves in. However, our bridal line sells under Sahar Atif Bridal and retains the signatures of master artisans, many of which have been overshadowed by technological advancements via mediums like multi-head embroidery. However a Sahar Atif bridal prides itself in being completely hand crafted, with great attention given to every detail.



What skills in your opinion are important for a successful career in fashion design?

Three things are required for a successful career in fashion: A little hard work, a little more hard work and lastly a lot of hard work!

What are you fascinated by at the moment and how does it feed into your work?

My love for forgotten crafts! The collector collections skilfully crafted by master artisans from the remote regions of Pakistan; give me breather from the maddening crowds of fashion. I delve deep into unexplored terrains of my Pakistan, embracing my fellow countrymen and their skills.

Can you share the experience of your first ever fashion showcase?

I showcased in the first-ever PFDC Fashion Week. I was all set to showcase my collection and then something went wrong and for some reason I lost my slot. I already had everything prepared and had worked painstakingly hard on my collection, but later they saw my pieces and gave me a slot in the show. Bilal Maqsood and Faisal Kapadia were performing for the showcase; my work was also featured in the New York Times so it started off a little complicated but everything worked out in the end.

How in your opinion has the fashion industry changed over the last decade?

Fashion defines us today. Pakistan is now firmly placed on the fashion map of the world. Our signature is original and true to our nationalistic linage. Pakistani fashion is not defined by the West but our own indigenous brands and their lawn and pret collections. Regardless of how stereotypical they may seem to us, there is no parallel to such clothing anywhere in the world.

What advice would you give to a young designer?

Take one step at a time please. There are no short cuts to success.

What is most challenging about a career in fashion?

As time is evolving real fast, the greatest challenge is to match the pace of changing trends and fulfilling the requirements of the people accordingly.

What is in store for the future for Sahar Atif pret?

Embracing e-commerce, possibly.

What has been the benchmark of your success?

My Executive MBA from LUMS- redefined fashion and it’s meaning to me.

What is the biggest issue the fashion industry is facing right now?

Fast irresponsible fashion is a big issue faced by Pakistan’s fashion industry.