Reimagining the idea of fashion

This innovative approach transcends mere aesthetics. Sahar Atif deconstructs denim, breathing new life into discarded materials. She revives the ancient art of Ajrak, a centuries-old block printing technique from Sindh, Pakistan —by fusing it with deconstructed denim fragments.

This captivating tapestry embodies environmental consciousness and artistic creativity, making Salvaged Selvedge not just a statement on sustainability but a celebration about heritage as well. Through this approach, she redefines Pakistani denim wear, offering a distinctive identity that resonates globally.

Atif’s background is as rich and multifaceted as her designs.

A graduate of the prestigious Pakistan Institute of Fashion and Design (1998) with a Bachelor’s degree in Fashion Design, she expanded her academic journey with an Executive MBA from LUMS (2017) and is currently pursuing an MS in Social Innovation at Cambridge Judge Business School.

Sahar Atif’s expertise goes beyond fashion design and academics. Not only is she the founder of a successful womenswear label (saharatif.com), she boasts an impressive track record as an industry consultant. She has been instrumental in scaling brands like Pareesa by Chenone and Stylo Pret, helping expand them from 30 to 100 stores during her tenure as Creative Director. Her expertise spans brand strategy, product development, sourcing, design, and production management across diverse categories. Yet, Atif’s passion extends beyond the business of fashion. Her consultancy work in the development sector focuses on economically empowering female artisans and preserving traditional crafts.

In her role as a board member of the Daachi Foundation, she has also lent her expertise to organizations like UN Women, the World Bank, Pakistan Poverty Alleviation Fund (PPAF), and SOS Village. Her dedication to her alma maters can be seen in the fact that she contributes as both an instructor and board member, further solidifying her influence on the future of design and social innovation.

Through Salvaged Selvedge, Atif delivers a powerful message: fashion can be a force for good, embracing sustainability while celebrating cultural heritage, all wrapped up in a collection that is both innovative and globally relevant.