3 days ago
Pakistani designers in the UAE: A fusion of elegance and heritage
Elegance, poise and craftsmanship form an integral part of the fashion industry in Pakistan. However, the UAE — with its diverse demographics and cultural richness — offers immense opportunities to Pakistani designers to showcase their exquisite designs.
Every year, many new and prominent designers who hold exhibitions in the UAE meet with impressive success. The UAE continues to be a thriving platform for both emerging and seasoned designers, giving them the chance to make their mark in the ever-evolving fashion landscape.
Zainab Chotani: Timeless grace and elegance
'The UAE clientele is sophisticated, fashion-forward and appreciates fine craftsmanship. Every time we hold an exhibition in Dubai or Abu Dhabi, we see a beautiful mix of cultures and nationalities,' says Zainab Chotani.
While Zainab has a strong base within the South Asian diaspora, she is actively working on building a deeper connection with her Emirati clientele.
According to Zainab, fashion is evolving at a remarkable pace, reflecting shifting lifestyles. There is a growing trend towards functional yet stylish clothing — designs that merge comfort with elegance. A deepening appreciation for heritage, craftsmanship and sustainability is something Zainab finds incredibly inspiring.
'My inspiration has always stemmed from our rich cultural heritage — be it Mughal artistry, traditional crafts or regional motifs. I love blending those timeless elements with contemporary silhouettes.'
Whether it's a bridal outfit or a ready-to-wear kurta, Zainab has a flair for connecting the woman wearing it to her roots.
When she started her brand, the industry was still in its nascent stages, and bridal design was a niche field. Establishing her name has required resilience and hard work.
Zainab began as a bridal designer working closely with artisans and exploring heritage crafts. Over the years, she has expanded into couture, prêt-à-porter, and casual wear.
'Being rooted in something traditional is something I am very proud of.'
The digital space has created new global opportunities for Zainab's brand. Today, clients can be catered to through e-commerce, WhatsApp consultations, or virtual fittings — bringing her brand closer to clients all over the world.
Globalisation has enabled her to showcase the craftsmanship of Pakistani artisans internationally. While competition is fierce, Zainab believes her authenticity, timeless elegance and attention to detail give her an edge.
Zainab recognises the rising love for luxury fabrics, hand embroidery and personalised detailing.
'People are investing in statement pieces that are versatile — something they can wear to dinners or a wedding. Comfort is also key, but never at the cost of style.'
She also observes that modest fashion with a modern twist is gaining prominence across the Middle East. There is increasing demand for breathable, stylish daywear — an ethos reflected in her prêt line, which focuses on comfort without compromising aesthetics.
'I think there is so much synergy in our design sensibilities, and I look forward to creating collections that speak to that blend of elegance and cultural pride.'
Nida Azwer: Crafting heirlooms for the modern woman
'The UAE is a fast-growing market. We hold exhibitions every year, and our client base is expanding steadily. Many of our clients in different parts of the world prefer shopping in Dubai, especially those travelling from across the world,' shares Nida Azwer.
Nida believes in creating couture pieces that are timeless heirlooms — classically elegant and designed for the modern woman of style.
Her prêt line, on the other hand, is whimsical and fun. It offers easy, wearable silhouettes — co-ord sets, kaftans and dresses — combining prints, embroidery, fabric manipulation, textures and artisan techniques. The result is a fusion of Eastern and Western aesthetics.
Nida feels grateful to have found clients who truly appreciate craftsmanship and hand embroidery. 'For me, the creative process is what I enjoy most, and the work flows naturally from there. Seeing a happy client truly inspires me to keep pushing boundaries and create more unique and meaningful pieces.'
She understands the need for a balance between comfort and style depending on the occasion. Her brand Nur by Nida Azwer was created with a focus on affordability and modernity. Meanwhile, her atelier continues to offer luxury wear — without compromising on quality.
'Many of my clients prefer owning fewer pieces that are timeless, elegant and wearable for years. Luxury for us remains at its finest-hand embroidery on silks, intricate detailing and superior craftsmanship are all at the heart of my creation.'
Nida notes the global surge in online shopping has been a game changer, allowing clients worldwide to access her pieces without visiting her studio.
While she, too, faces intense competition, Nida views it as a healthy motivator to evolve. Her brand stands apart for its consistent focus on quality and detail.
'Each piece we create is a result of thoughtful design and meticulous execution — and our clients recognise and value that.'
Nida takes great pride in her growing Emirati client base and looks forward to continuing to serve this dynamic market with designs that reflect both tradition and modernity.
Mahnoor Shafaq Khalid: From MSK basics to MSK Haute Couture
'Our design ethos is rooted in a fusion of global influences — constantly informed by the latest international fashion trends, while maintaining a deep reverence for our rich traditional heritage,' says Mahnoor Shafaq Khalid.
The founder of MSK Portrayals, Mahnoor has made her mark across the UAE, Bahrain and Qatar.
Armed with a degree in Textile Design from the National College of Arts in Lahore, Mahnoor has seven years of experience with renowned brands like Karma and Bareeze. A young entrepreneur with a keen eye for detail, she started her journey in 2012 and transitioned to the digital realm in 2020 through a strategic social media launch that brought her brand global attention.
Since then, Mahnoor has held numerous exhibitions in the region, with Dubai remaining her favourite destination due to its fashion-conscious clientele.
The UAE is a vibrant and competitive fashion hub, setting a high bar for quality and creativity.
Mahnoor's work is a reflection of her love for colour — evident in her subtle fabric choices, flowing silks and elegant finishes. Her designs appeal to both young and mature clients.
From an early age, Mahnoor knew she was destined for the fashion world. Today, she enjoys a strong and loyal client base across the region.
'Definitely, modest fashion is predominant in the Middle East. Pakistani fashion has made its mark across the region — especially in the UAE, which has a large South Asian community.'
Mahnoor's designs incorporate the high-quality fabrics and vibrant-yet-subtle embroidery of Pakistani artisans.
Driven by a pursuit of perfection, Mahnoor and her team blend intricate hand-stitching techniques with cutting-edge craftsmanship. From MSK basics to luxury prêt and haute couture, her journey has been both challenging and rewarding — anchored by a diverse and expanding fashion line.
