Established in 2004, SAAI by Sahar Atif is an under stated, minimalistic brand best known for the designers’ signature incorporation of Pakistani craft and heritage within each creation. Indeed Saai’s outlook towards design is extremely experimental with the female form, at times playing with body sculpted silhouettes and at other instances draping it is yards of flowing fabrics to create the allure of mysterious romanticism teamed with the timelessness of craft embroideries. Sahar Atif herself is a graduate of the first batch of Pakistan Institute of Fashion and Design [PIFD] who further studied fashion marketing in America. She encapsulates the spirit of entrepreneurship with her expanding brand SAAI and academia through her work as a teacher within the realms of fashion. To this end, Sahar is an integral part of the visiting faculty at PIFD where she teaches fashion marketing to aspiring designers. She also currently heads the Design and Textile Department at the Lahore Grammar School and is also working in close coordination with the University of Cambridge in the implementation and design of an A-level module in Textile, Design and Fashion. While SAAI was initially launched with a focus on bridal and formal wear, the brand has grown to encompass a diversity of labels including pret a porter, Haute Couture and diffusion wear. July 2005 saw the launch of SAAI Concepts, a brand focusing on home accessories with its retail outlet in Lahore. In 2007 Sahar showcased her SAAI bridal collection at the coveted Bridal Asia platform in New Delhi to an overwhelming response from media and buyers alike. The SAAI Revival Collection in 2008 saw a collaboration between Saai and Aik Hunar Aik Ghar [AHAN], an organization focused on encouraging the revival of craft and the empowerment of marginalized rural women in Pakistan. 2009 witnessed the showcasing of Saai’s Bridal collection at the Asiana Bridal Show to much acclaim. At the 2010 PFDC Sunsilk Fashion Week, Sahar Atif made her runway debut in Pakistan with her critically acclaimed Gulistani Sahar prêt a porter collection, inspired by the regional embroideries of rural Pakistan. This was followed by the showcasing of Lattice Lure in November 2010, inspired by locally crafted embroideries. In February 2011 SAAI was invited to present its collection at the Mauritius Fashion week and later in the year, Sahar showcased Domail, a collection in which AHAN came together with SAAI under the umbrella of Sahar Atif’s design aesthetics, focusing on ethnic Kashmiri embroidery, at the PFDC Fashion week platform. Thus far, 2012 has witnessed Sahar Atif’s collaboration with Chen One’s Pareesa Lawn brand. She spearheaded Chen One’s participation in ‘Lifestyle Pakistan’ in New Delhi; a significantly successful venture for both the brand and the designer. She continues to be an integral part of the Chen One team as the Creative Director of Pareesa. Also in 2012, Sahar showcased her bridal collection at PFDC L’Oreal Paris Bridal Week 2012. Sahar Atif’s label SAAI is available by appointment only at the Saai studio. Sahar Atif pret is available at selected ChenOne Stores nationwide. International Stockist:
Ensemble,Dubai
Onita,London
PFDC,Delhi
