SAAI by Sahar Atif
Sahar Atif, a graduate of the first batch of Pakistan Institute of Fashion and Design [PIFD] is not only the force behind her brand, but is also a distinguished name in the field of fashion and design academia. To this end, Sahar is an integral part of the visiting faculty of her alumni, where she teaches fashion marketing to aspiring designers. She currently heads the Design and Textile Department at the Lahore Grammar School and is also working in close coordination with the University of Cambridge in the implementation and design of an A-level module in textile, design and fashion
SAAI by Sahar Atif is an under stated, minimalistic brand best known for the designers’ signature incorporation of Pakistani craft and heritage within each creation. Indeed, SAAI’s outlook towards design is extremely experimental with the female form, at times playing with body sculpted silhouettes and at other instances draping it in yards of flowing fabrics to create the allure of mysterious romanticism teamed with the timelessness of craft embroideries. SAAI was initially launched with a focus on bridal and formal wear, but the brand has now grown to encompass a diversity of labels including couture, bridal and formal wear.
The label “Sahar Atif – Pret” focusing on making the designer’s signature style clothing is readily available nationwide at ChenOne Stores -the country’s largest retailers.