For thirty years, designers Sana Hashwani and Safinaz Muneer have dominated an ostensibly male dominated industry in an even more patriarchal society. Celebrated as Pakistan’s biggest success story, the design duo has built an empire managing what is indisputably Pakistan’s most aspirational fashion brand. An achievement in the male dominated corporate world, they have had their names included in the top 50 CEO’s of Pakistan. Initially starting out creating couture bridal gowns and evening wear with an investment of just 100,000 rupees, it was their accessible unstitched lawn range that made them into a household name. However, it’s not just their achievements which make them such an inspiration, it’s their unique approach and unquenchable enthusiasm. Visit for more information
Wedding Wear Dresses
As the fashion industry has changed, Sana and Safinaz have evolved with it. Their attitude has helped dictate their success; Sana and Safinaz are the most non-political and pleasant people you’re likely to come across in the Pakistani fashion industry. The duo may be household names in Pakistan with a versatile clientele in India and the Middle East but they do not like to live in the spotlight, preferring to shy away from it. They effortlessly juggle five in-house labels: bridals (their most high-end couture brand), eveningwear, prêt-à-porter, furniture and the most spectacular phenomena – lawn. Lawn, a local version of the light and summery fabric voile, was made fashionable by Sana Safinaz several years ago and brought with it, exponential success for the duo.
With around 39 retail stores nationwide and a brand that ranks in the top three in terms of ready to wear in the country, Sana Safinaz command respect and recognition and are trailblazers in many unique ways. In particular they are pioneers in Pakistan for taking designer lawn to another level. Their first few unstitched luxury lawn collections caused major hysteria, never before had any designer packaged lawn in such a way; with embroidered add-ons, lace inserts, buttons and detailing that allowed women to create their own versions of luxury lawn attire. From high priced couture to affordable unstitched fabric, it’s commendable how Sana and Safinaz have managed to appeal to everyone across Pakistan, their brand has had staying power and a loyal customer base.
One secret to their success is the fact that they do everything tastefully; women of all ages look at Sana and Safinaz and want to be them. I associate the brand with high end luxury, when I purchased my first every Sana Safinaz outfit as a teenager, it was my first taste of Pakistani fashion and I have been addicted ever since. At the time there was nothing comparable, as designers the duo are able to understand what the modern woman wishes to wear whilst adding in their own sophisticated style. I was thrilled when Sana and Safinaz agreed to have a discussion with me about their history and how their company has evolved.