For nearly three decades, Sobia Nazir has shaped Pakistani fashion with a quiet elegance that transcends trends. From a modest setup in Islamabad to one of the country’s leading design houses, her journey is defined by discipline, creativity, and a deep understanding of the women she designs for.
Known for her signature softness and meticulous attention to detail, Sobia’s work carries a sense of meaning and longevity in an otherwise fast-paced fashion landscape. In this exclusive conversation with Mindful, she reflects on her journey, her creative ethos, and what continues to drive her forward.
1. Growing up, what early memories or experiences shaped your relationship with fabric and creativity?
From a very young age, I knew I wanted to become a designer. My earliest inspiration was my mother—she has an incredible sense of style, and watching her put together outfits always fascinated me. I was captivated by how she could transform simple pieces of fabric into something elegant and expressive, simply through the way she wore them.
That curiosity quickly grew into a passion. I loved observing how different textures, colours, and patterns worked together, and I would spend hours imagining how fabrics could be stitched, draped, or shaped into something entirely new. Those early experiences laid the foundation for my creative journey and shaped the way I see fabric as a form of storytelling.
2. What does your younger self—the one who began this journey—still whisper to you today?
My younger self still whispers: keep creating, keep dreaming.
That little version of me reminds me why I started—the excitement, the curiosity, and the love for turning ideas into something real.
3. You’ve been part of Pakistan’s fashion landscape for nearly three decades. How would you describe your journey from 1997 to today?
When I started in 1997, my focus was mainly on bridals and occasional wear—that’s where my journey began. But I’ve always been drawn to textiles, probably because of my fine arts background. I loved sketching, drawing, and exploring patterns, so when the designer lawn era began, I thought, why not try this too?
After my very first lawn collection, the response was incredible, and there was no looking back. I truly enjoyed working with lawn because it allowed me to combine creativity with a process I loved, while also giving me flexibility. From bridals to lawn and everything in between, it’s been a journey of learning, experimenting, and staying connected to what inspires me.
4. Many Pakistani women associate your brand with wearable elegance. What does “wearability” mean to you as a designer?
For me, wearability means creating clothes for real people and real lives. I can’t design something I wouldn’t be comfortable wearing myself—that’s always my benchmark. Especially with lawn, you’re designing for a very wide audience, so you have to consider different ages, styles, and preferences.
Wearability is about making pieces that feel elegant yet practical—comfortable, easy to carry, and versatile. A collection should offer something for everyone, and that balance is what truly defines wearable design.
5. What personal values have carried you through the unpredictable world of fashion?
Staying true to my signature style has been key. I strongly believe that a designer should never lose their brand identity—that’s what people connect with. Trends come and go, but your core aesthetic and vision should remain consistent.
At the same time, fashion is always evolving, so growth is essential. With each collection, I try to refine my work, improve on what I do best, and evolve without losing myself in the process.
6. What does a peaceful, nourishing day look like for you—away from shoots, deadlines, and design boards?
I’ve always been a workaholic. I started working in my teens, and designing has never felt like a job—it’s truly a blessing that something I love became my profession. Most days, the only time I’m not working is when I’m asleep, usually for about five hours!
That said, even I know when it’s time to pause. Since moving to Lahore, my idea of unwinding is taking a break and returning to my hometown, Islamabad, for a week. Spending time with family and friends, being in a familiar and grounding space—that’s where I find real peace. Those moments recharge me like nothing else.
7. In your personal life, who or what has been the emotional anchor that keeps you moving forward?
My family has always been my emotional anchor. They’re the reason I’m able to keep moving forward, no matter how demanding or unpredictable life gets. My husband and son also work with me, so they understand the pressures and pace of this industry. Having them by my side makes the journey much easier.
8. When you think about the impact you want your work to leave behind, what matters to you most?
I hope people see the consistency, passion, and hard work behind every collection. If my journey inspires even a few people to pursue their creative paths with dedication, that would mean everything to me.
That’s also how I train my team—I try to instil the same values of commitment, sincerity, and love for the craft.
9. What does “living mindfully” mean to you, beyond the world of fashion?
For me, living mindfully is about being present and appreciating the small things—counting my blessings. It’s also about finding balance: making time for self-care, spending moments with family and friends, and slowing down enough to truly notice the world around me.
10. Your work has been showcased internationally. How do you cater to global tastes while preserving Pakistani identity?
I’ve had the opportunity to showcase my work at London, Dubai, and India’s Lakmé Fashion Weeks. Across all these platforms, my focus has always been on presenting the true essence of Pakistani culture and values.
While I do keep global trends in mind, my priority is staying authentic to our traditions, craftsmanship, and design language.
11. What excites you most about the next decade of fashion in Pakistan?
What excites me most is the constant evolution. Fashion never stands still, and I love that. We’re already seeing a shift, especially among younger clients, from traditional tailor-made suits to ready-to-wear and more western silhouettes.
I think market dynamics will continue to evolve, creating space for innovation, experimentation, and fresh approaches to fashion in Pakistan.
12. What advice would you give young designers entering an increasingly competitive, digital-first world?
Stay true to your own voice and signature style. In such a competitive space—and with constant exposure to trends online—it’s easy to get influenced, but your uniqueness is what will set you apart.
At the same time, embrace technology and social media. Use these platforms to showcase your work, connect with people, and keep learning. Hard work, patience, and consistency go a long way—and don’t forget to enjoy the creative journey.
13. If you had to share one lesson from your journey that truly shaped you, what would it be?
Stay true to yourself and your vision. Trends change, opinions shift, but if you remain focused on your passion and put in the hard work, it makes all the difference. Fashion may look glamorous from the outside, but there’s immense pressure behind the scenes. The key is consistency, resilience, and the willingness to keep pushing forward.
