Pakistan’s lifestyle and fashion sector has witnessed tremendous growth, combining traditional looks with modern designs. In 2025, several labels have proven to be trendsetters, projecting the nation’s rich heritage and new ambitions. Below is a rundown of top ten fashion and lifestyle brands in Pakistan that each adds something new to the rich fabric of Pakistani fashion.
1. Gul Ahmed
Gul Ahmed is the poineer of the textile business in Pakistan, acclaimed for superior quality fabric and complex designs. It was founded in the early 1950s and has grown to produce a wide variety of products ranging from unstitched fabrics to prêt-à-porter and home textiles.
In 2025, Gul Ahmed is still pushing boundaries by embracing sustainable practices, including the use of organic cotton and environmentally friendly dyes, appealing to the green consumer. Their seasonal lines tend to be inspired by Pakistan’s cultural motifs, blending tradition with contemporary styles effortlessly. The brand’s focus on quality and design has made it a household name throughout the nation, year after year.
This year, the company introduced its “Heritage Revival” collection to commemorate handwoven skills and traditional embroidery of Sindh and Punjab. Their winter collection also includes rich velvet shawls and wool-synthetic blended outfits that are suitable for the festive season. With an aggressive retail and online presence, the brand is continuing to grow globally, with Middle Eastern and Western markets being the focus.
2. Maria B
Maria B has established a niche in the Pakistani fashion industry with her sophisticated and multi-purpose designs. Established in 1999, the brand boasts a vast product line, ranging from casual apparel to bridal couture.
In 2025, Maria B’s designs are defined by fine embroideries, muted colours and modern silhouettes that are loved by a wide range of people. The brand’s prêt-à-porter collection is especially favoured by young working professionals who look for fashionable yet relaxed clothing.
Among Maria B’s best releases this year is the “Pastel Poise” collection, which focuses on light, airy fabrics in pale colours, making it a summer favourite. In the formal wear department, Maria B remains the queen of wedding wear with her “Regal Bride” collection, which includes heavily embroidered bridal gowns inspired by Mughal motifs. With its modern designs, the brand has been able to penetrate markets in the UK, UAE and the US.
Read More: 10 Fashion Trends that will be Everywhere in 2025
3. Sana Safinaz
Sana Safinaz is the epitome of luxury and elegance in Pakistani fashion. Established in 1989 by Sana Hashwani and Safinaz Muneer, the brand has been producing high-end prêt-à-porter, bridal wear and accessories consistently.
In 2025, their lawn collections present a blend of classical craftsmanship and modern designs, bold prints and rich colours with luxurious fabrics. Sana Safinaz’s lawn collections are much awaited annually, establishing the trends for summer.
This season, their “Urban Luxe” line incorporates structured silhouettes and cutting-edge patterns, making it the ideal option for contemporary women who are fashion-conscious. For brides, their “Celestial Weddings” line incorporates shimmering accents and flowing materials that leave each bride looking heavenly. Sana Safinaz generates exports contributing largely to its development. Flagship stores in Dubai and London have added to global awareness of the brand.
4. Khaadi
Khaadi, founded in 1998, has changed the face of Pakistan’s fashion scene by introducing handwoven cloth as a mainstream fashion phenomenon. The title of the brand, ‘handloom,’ is indicative of its commitment to traditional artisanship.
In 2025, Khaadi still honours Pakistani heritage by providing merchandise that mixes native textile methods with contemporary designs. Their product lines consist of unstitched, ready-to-wear garments, home décor and accessories, all which are marked by dynamic colours and distinctive patterns.
This year’s “Weave Revival” collection honours local artisans by incorporating detailed block prints and mirror work that take inspiration from Balochi and Sindhi motifs. Khaadi is among the most grossing fashion brands in Pakistan. The brand has made its entry in the UK, UAE and Canada, symbolising the worldwide popularity of Pakistani fashion.
5. Sapphire
Sapphire has gained popularity rapidly since its launch in 2014. It is famous for providing luxury and modern designs at reasonable prices. The brand has a variety of products, ranging from unstitched cloth to prêt-à-porter and accessories.
In 2025, Sapphire’s lines are characterised by minimalist designs, pastel colours and contemporary cuts, appealing to the urban Pakistani women. Their collaborations with celebrated designers have infused their products with a distinctive touch, making the brand new and fresh.
This season, their “Serenity” collection is all about ease of style with soft chiffon drapery and smooth silhouettes. Their luxury line, “Midnight Opulence,” comes with jewel-studded ensembles complemented with subtle hand embroideries, rendering it a desirable collection for social events. Sapphire’s capability of delivering quality items at reasonable rates has rendered it popular among consumers with a passion for fashion.
6. Asim Jofa
Asim Jofa is a prestigious luxury fashion designer brand famous for its highly embroidered formal attire and classic looks. Having begun as a jewelry designer, Asim Jofa entered the field of fashion, leaving an indelible mark with royal bridal attire and trendy silhouettes.
His newest line, “Royal Reverie,” brings a combination of lush textures, intense colors and thick ornaments to appease Pakistan’s upper-end consumers.
Asim Jofa is particularly sought for wedding sets, presenting labour-intensive design equivalent to overseas fashion houses. Asim Jofa has extended its network across international boundaries with the sale of collections in the UK and UAE.
7. J. Fragrances
J. Fragrances has become a pioneer in fragrances, creating a niche for high-quality, locally produced perfumes. With collaborations with international perfumers, J. Fragrances is now a strong competitor to global brands like Gucci and Chanel in the Pakistani market.
J.’s “Signature Oud” collection has taken 2025 by storm, with Oriental and French-inspired notes that cater to both men and women. Their “Pure Musk” and “Sultan’s Dream” perfumes are among the top-selling items. J. generates over PKR 30 billion annually, with a growing presence in the UAE, the UK, Canada and the US.
8. Khaadi Home
Khaadi, primarily known for its fashion collections, has successfully expanded into the home décor space with Khaadi Home. This segment offers a range of bedding, cushions, table linens, rugs and home accessories, all inspired by Pakistan’s rich cultural heritage.
Khaadi Home’s “Modern Heritage” collection blends traditional embroidery with contemporary aesthetics, featuring handwoven textiles from Sindh and Balochistan. With sustainability being a major focus, the brand has introduced organic cotton bedding and eco-friendly dyes, catering to environmentally conscious consumers.
9. COCO by Zara Shahjahan
COCO by Zara Shahjahan has redefined everyday wear, offering chic, comfortable and timeless pieces inspired by Pakistani culture. Unlike its high-end parent brand Zara Shahjahan, COCO is an affordable alternative without compromising on quality.
COCO’s “Effortless Charm” collection features cotton tunics, breathable loungewear, and embroidered kurtas that resonate with young professionals and university students. Their block-printed dupattas and classic shalwars remain bestsellers. COCO by Zara Shahjahan has increasing demand in Dubai, Canada, and Malaysia.
10. Generation
Generation, founded in 1983, is a trendsetter in ready-to-wear Pakistani women’s fashion. The brand has a reputation for ethnically motivated designs suitable for women of any age group.
Generation still commemorates Pakistani heritage in 2025 by combining traditional artistry, like block printing and embroidery, into modern silhouettes. It’s “Cultural Threads” line honours native textile creativity with its ethically produced, ageless fashion. These brands lead the way in Pakistan’s fashion world in 2025, constantly innovating and developing beyond the norms of creativity and craftsmanship.
Pakistan’s Global Fashion Scene
In recent years, Pakistan has become a serious player on the global fashion scene, while previously, it was mainly geared towards domestic consumers. The market has now become internationally popular with designers and brands having their products featured on elite ramps. Big names include Paris Fashion Week, New York Fashion Week and Dubai Fashion Week. This has been driven by increasing demand for South Asian workmanship, beautiful embroidery and fair-trade manufactured textiles, to which Pakistani labels are particularly suited.
Khaadi, one of Pakistan’s biggest retail brands, has also been able to branch out globally. Flagship stores in London, Dubai and New York, show that traditional Pakistani prints and handiwork are popular all over the world. Likewise, high-fashion brand Rastah has impressed global celebrities and designers. So much so that streetwear heavily inspired by Pakistani heritage is a trend in itself.
The growth of e-commerce has further pushed Pakistani fashion onto the international map. Brands are now shipping globally, and global influencers are often spotted wearing Pakistani couture. The world is appreciating the fusion of tradition and modernity that Pakistani designers offer, solidifying the country’s position as a fashion innovation hub.
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