T-Diaries: Sana Safinaz

A glimpse into the world of Pakistani powerhouses

What sparked your interest in the fashion industry?

We have been in the fashion business more than half our lives! It’s something that is inherent; designing just came naturally to both of us. We were always very creative, even before we started SanaSafinaz.

What is the most important thing to keep in mind before designing?

One has to be very clear who the target audience is.

How has the Pakistani fashion industry changed over the past years?

Fashion has changed by leaps and bounds in the last couple of years. Designers are becoming more professional and retail has become huge, as has the lawn industry.

What do you two have to say about new designers?

All of the new designers are doing a great job. They should stay original and continue to push the boundaries of fashion to make thier own style statement.

Name one celebrity you both would like to work with in the near future and why?

We would love to work with Sonam Kapoor as her sense of style is very original. She brings a certain level of glamour that is missing in desi fashion.

How does your brand differ from others in the market?

Our brand has always stood apart from others as we are always giving clients value for their money. We offer a fantastic design aesthetic within a budget.

What constitutes a good fashion show?

A good fashion show is actually a combination of a lot of small things. One has to have a visually strong collection in terms of cut and colour and the models have to wear the clothes perfectly. The finishing of the garment is important. Finally, music and lighting help the audience appreciate the entire show.

What is the one material for all season?

Lawn!

Any advice for aspiring female designers?

Stay true to your design philosophy and remember that nobody makes it big within a day. You should be consistent as hard work always pays off. And last but not least, remain grounded and humble. We are blessed to be doing something that we love.

Sana & Safinaz

Fashion designer

Published in The Express Tribune, Ms T, June 7^th, 2015.