The Umaima Mustafa label has become synonymous with specialised, versatile designs using pure fabric and experimental silhouettes. The attention to detail and craftsmanship goes through many iterations until the final product is ready.

The label entered Pakistan’s fashion landscape in 2013 with a debut showcase at the TDAP Fall Fashion Show. The brand opened it’s boutique’s doors, in the heart of Karachi’s Old Clifton area, later the same year and has since established a signature presence due to its discerning, edgy, and fashion forward aesthetic.

The label has an experimental quality and a strong inclination towards textures, and fluid modern silhouettes defined by immaculate tailoring.