SAHAR ATIF Fashion Designer

Exclusive Interview:

“The energy and creativity that new talent brings cannot be matched by the seniors…”

SAHAR ATIF

Fashion Designer

Fashion designer Sahar Atif runs her label SAAI, in which she specifically designs heavy formal and bridal wear and puts one of the most important elements to make a beautiful dress for bride & bride-groom. Here she just gave an exclusive interview to Social Diary, by talking on what trends exactly will come on way to winters 2015 and how to carry your outfit with a perfect style….

How did you first get into fashion designing?
My heart was fully set on NCA but luckily Pakistan School of Fashion and Design kicked off and fate steered me there and dreams of turning into an artist took the form of fashion.

What is your inspiration? Who inspired you to come into this profession?
A graduate of the first batch, there were not many ahead of besides the master designers like Nelofer Shahid, Sehr Saigol and Maheen Khan. The inspiration for me was the ever changing shape and form of this industry which was in its infancy.
What does fashion means to you?
Fashion is a lifestyle!


Which new color pallets of fabrics or objects are inspiring your fashion?

Ivory is forever and always. I have to make a conscience effort to stir away from it out of fear of redundancy.
For winter’s collection 2015, what will be your theme or inspiration?
Winter in Pakistan is festive. Rather than a typical winter collection Sahar Atif prêt is about exciting cuts, adventurous hemlines and fun prints all merged in one garment.
How do you take criticism and do you think that criticism is a healthy activity?
I always go through everything that’s written about me and my collection. Yes, it always gets me thinking and a bit of soul searching. Reading a third party view always helps. However, occasionally one feels that reviews carry bias and that is where one has to draw the line. The credibility of the journalist comes into play here.
There are two fashion Councils working in Pakistan, shouldn’t we have one Council and one fashion week at a time?
If there is one Pakistan and one industry we all work in then what would one guess the answer be…
The field of fashion has grown enormously in the last 5 years. The number of designers has multiplied remarkably. Do you think it affects what a designer has to do to get attention?
Fashion is fickle. It sides one today and another tomorrow. The secret to success in the industry is to remember that the race is long. Designers are required to be consistent. The marriage of good design with a sound business acumen is what takes brands places.
What would you say about the quality/standard of Pakistan fashion? Do we have a standing in the global arena?
Pakistani fashion is already going places and I doubt that there is anything stopping it. Only if the Government was to own the industry and give it support can we become movers and shakers of the economic figures.
Do you think we have a rich cultural heritage of our own but still we are more inclined towards the west?
The lure of Westernization is a natural tendency. It is not about that’s good or bad it’s about appreciating the gems we have in our bag and balancing the whole act.
What challenges & hurdles those causing hindrance in the growth of the fashion industry in Pakistan?
The government’s support is required to formally boost the industry by giving consistent energy at subsidized rates, trade promotion and over all ownership of the industry.


Do you think that we should also give a chance to new upcoming designers to prove their ability & creativity?

The energy and creativity that new talent brings cannot be matched by the seniors. The young minds have not been contaminated by commercialism and  they are true to their love of art, craft and fashion.
Tell us about your recent collection? It’s inspiration?
Next on our agenda is the bridal collection for 2016 being showcased end of the year. Delicate, feminine, the pinnacle of craftsmanship and flawless silhouettes. The collection is a celebration of womanhood.

“Fashion is fickle. It sides one today and another tomorrow. The secret to success in the industry is to remember that the race is long…”

 “The lure of Westernization is a natural tendency. It is not about that’s good or bad it’s about appreciating the gems we have in our bag and balancing the whole act.”

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