Sahar Atif’s collection at PFDC Sunsilk Fashion Week 2010


“Saai is an artistic and intellectual cell, focused on making its mark in the realms of creativity. The PFDC Fashion Week is an ideal pedestal for the brand to distinguish itself amongst many others. For medium sized brand like Saai the PFDC by means of the Fashion Week has provided the required ingredients to take the brand to the next level. Such events will declutter the mushroom growth of designers in the country and skim out the seriously devoted ones to the cause of Pakistani fashion.”

Fashion designer Sahar Atif’s Prêt a Porter womenswear collection for her label Saai, is entitled “Gulistani Sahar”. Indeed it is a sensual collection amalgamating in itself a fusion of various textures, fabrics, embroideries and a feminine seductive silhouette. The dramatic monochrome colour palette of this collection exhibits the changing seasons and times in the gulistan. ‘Gulistani Sahar’ is inspired by the regional embroideries of rural Pakistan and endeavours to showcase the beauty of Pakistani’s rural areas to all audiences.

Sahar Atif is a designer renowned for her unique focus on having created and sustained her affordable designer wear label, Saai. A graduate of the first batch of PIFD, she encapsulates the spirit of entrepreneurship with her expanding brand Saai and academia through her work as a teacher within the realms of fashion. Sahar also currently heads the Design and Textile Department at the Lahore Grammar School and is currently working in close coordination with the University of Cambridge in the implementation and designing of an A’level module in textile, design and fashion, being offered globally for the first time. In 2003, Sahar diversified from fashion education to designing and launched her label ‘Saai’, initially focusing on bridal and formal wear. In July 2005 ‘Saai Concepts’ was launched with its retail outlet in Lahore. In 2007 Sahar showcased her Saai bridal collection at the coveted ‘Bridal Asia’ in New Delhi to an overwhelming response from media and buyers alike.  The 2009 bridal season witnessed a further collaborative partnership, this time between Saai and a Manchester based retailer, who launched their debut collection at the Asiana Bridal Show in January 2009 to much acclaim.

Fashion designer Sahar Atif’s Pret a Porter women's wear collection for her label Saai, is entitled "Gulistani Sahar". Indeed it is a sensual collection amalgamating in itself a fusion of various textures, fabrics, embroideries and a feminine seductive

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