Designer Zubair Shah believes he has finally found his niche after more than five years of persistence, experimentation and sleepless nights in Pakistan’s competitive fashion industry. An accountant by training, Shah pivoted to fashion during the Covid-19 pandemic, launching his menswear brand online at a time of uncertainty.
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What began as a digital-first menswear label gradually expanded into women’s wear, allowing Shah to explore bolder ideas and unconventional silhouettes. Over time, his work began to stand out for its willingness to challenge norms and move beyond purely commercial fashion.
Zubair Shah describes his design philosophy as rooted in the unexpected, favouring raw materials and concepts that defy tradition. His collections have featured acrylic sheets, transformation dresses, multi-button detailing and dramatic cocktail looks that blur the line between art and apparel.
His work spans avant-garde menswear and womenswear, including fauna-embellished sherwanis, burnished gold bustiers, layered chain vests and candy-coloured power suits. Shah has also reimagined classic styles, such as the safari suit, for a younger, Gen-Z audience.
Beyond aesthetics, Zubair Shah has increasingly aligned his brand with social causes and charitable initiatives. He has collaborated with organisations supporting acid burn survivors and cancer patients, using the runway as a platform to amplify overlooked voices and narratives.
The designer believes fashion in Pakistan has changed significantly since the pandemic, with fewer large-scale fashion weeks but more independent platforms emerging. According to Shah, this shift has created space for designers to work with purpose, even without institutional backing.
Shah credits his muses and collaborators for shaping his creative journey, praising models who bring energy and character to his vision. He is currently working on new collections and setting up his own design studio, signalling the next phase of his career.
Looking ahead, Shah remains optimistic about the future of fashion in Pakistan. With a focus on craftsmanship, experimentation and social impact, he says his journey is far from over, hinting that 2026 will bring new ideas and quieter surprises.