CRAFT AND COUTURE

Not even a pandemic could dampen the optimistic future-oriented outlook of famed fashion designer Sania Maskatiya, who has taken the crafts of the Subcontinent to the ramps of New York

March 2020 marked the third year in a row that Sania Maskatiya showcased her designs at New York Fashion Week (NYFW). Days after her show, the pandemic struck the luxury industry worldwide and the lockdown in her hometown Karachi put a spanner in her operations as well.

But the woman considered Pakistan’s most successful fashion export wasn’t one to give up so easily. “How does a luxury fashion brand stay relevant in such times when no one can leave home or dress up for an occasion?” the 37-year-old creative head of her eponymous label brainstormed with her team of 15 designers. After all, they had almost 700 workers and artisans across Pakistan whom they needed to keep gainfully employed; they couldn’t just let production come to a halt.

She decided to look within. “What would I feel like wearing during a lockdown, stuck at home in the summer, conducting all meetings online?” The answer led to a new limited-edition casual-prêt line of desi lounge-wear, loose lawn or cotton kurtas, and airy bottoms that one could live in while also looking sharp enough for an Instagram selfie or a Zoom call.

Known for her focus on fabric and craftsmanship, Sania’s runway shows and new collections are much anticipated in Pakistan and India, not to mention with the diaspora in Europe, UK and USA. A fashion graduate of the Indus Valley School of Art and Architecture in Karachi, Sania launched her label in 2010 along with her brother Umair Tabani, who is the brand’s CEO.