The evolving fashion world: A medley of tradition and innovation

Each year, under the mentorship of industry veterans, young designers showcase their work, earning recognition on both local and international platforms. In Pakistan, the fashion industry continues to thrive, celebrating a fusion of heritage and
modernity.

Zain Hashmi: Redefining modern elegance

Pakistani fashion is undergoing a dynamic transformation, where designers are curating elegant pieces that reflect a contemporary yet culturally rich aesthetic. Fusion trends dominate the landscape, with designers drawing inspiration from global influences to merge Eastern traditions with Western innovation.

“Every collection, every design, and every bridal experience is a new opportunity to reach new heights in creativity. As my brand evolves, I find that my vision continues to expand, and with every new step, I discover new expectations for myself - both in creativity and professionalism,” says Zain Hashmi.

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A graduate of the prestigious Pakistan Institute of Fashion and Design (PIFD), Lahore, with additional training from the London College of Fashion, Hashmi has established himself as a prominent name in the industry. He launched his career in 2017, but it was in 2020 that he truly made his mark among fashion connoisseurs. His dedication to craftsmanship and innovative designs led him to open his own studio, where he continues to push creative boundaries.

Hashmi releases six collections annually, each with its own unique identity. In 2024, he expanded his brand by launching Shah, a prêt-à-porter label designed for the bold and fashion-forward. With plans to introduce exclusive Ramadan and Eid collections, Hashmi continues to embrace diversity in fashion.

“Meeting my own expectations is something I continually strive for. When I first started, I set goals to create designs that not only reflect haute couture but also resonate with clients on a personal level. Looking back, I feel I have achieved many of my aspirations, but there is always room for innovation.”

Blending intricate embroidery with contemporary silhouettes, his designs capture the spirit of modern women while preserving Pakistan’s rich heritage of craftsmanship. 

Daneen Atelier: Sustainability meets luxury

For designer Sehrish Haider, fashion is not just about aesthetics - it’s about sustainability, craftsmanship, and empowerment. As the founder of Daneen Atelier, she has created a brand that blends traditional South Asian embroidery with the sophistication of Middle Eastern fashion.

“Our Dubai exhibition has been a fantastic platform, allowing us to connect with an international audience that values artisanal craftsmanship. The response has been incredible, reinforcing the demand for sustainable, handmade luxury fashion,” says Sehrish.

Founded in 2019, Daneen Atelier quickly gained recognition for its exquisitely embroidered prêt-à-porter collections. In 2024, Sehrish expanded her brand with a line of intricately designed abayas, seamlessly blending modesty with modern luxury.

A philanthropist at heart, Sehrish travels to remote villages in Pakistan to preserve the dying art of hand embroidery. By engaging women from underprivileged backgrounds, she provides employment opportunities while keeping age-old craftsmanship alive.

“Fashion in the Middle East is deeply rooted in tradition while embracing modernity in a unique way. There is a strong focus on modesty, luxury, and intricate detailing, which aligns perfectly with my handcrafted designs. It’s a market where cultural values meet contemporary preferences, creating space for brands like ours that celebrate both.”

As Pakistani fashion evolves, designers like Zain Hashmi and Sehrish Haider continue to push the boundaries, ensuring that tradition and innovation coexist beautifully on the global stage.