In 2018, Alina Anwar launched her eponymous brand, now widely recognized for its masterful blend of contemporary fashion trends and traditions. Over the course of seven years filled with ambitious projects, creative exploration, and meticulous work, Alina has not only captured attention on the global stage but has also become the first and only internationally recognized fashion designer from Pakistan.
At the heart of Anwar’s philosophy lies a commitment to empowering women through fashion — creating designs that radiate brilliance without overshadowing the wearer.
The Alina Anwar Couture portfolio includes high-profile collaborations with global icons such as Mariah Carey, Toni Braxton, Camille Vasquez, and Saweetie. Yet, the designer shows no signs of slowing down. In an exclusive interview with Harper’s Bazaar, Alina Anwar shares the story of her brand, its evolution, and her bold vision for the future.
How did your journey as a designer begin? What factors were decisive in shaping your creativity?
I have always been fascinated by fashion — it’s been my passion since I was very young. Even as a child, I loved designing dresses for myself and learning about fashion through various magazines apart from studying whenever I had free time. I always knew that when I grew up, fashion would definitely be my future career. I also liked watching my mother and grandmother dress up for special occasions, hence I followed my dream and pursued a career in fashion design.
How did growing up in Pakistan influence your view of fashion? Did you face any cultural or social limitations when starting your career in fashion?
From colourful garments to contemporary fashion trends, traditional clothing in Pakistan is characterised by vibrant colours, intricate embroidery, and elegant silhouettes that reflect the country's cultural diversity. Pakistan offers a unique and diverse blend of traditional and modern styles that reflect the region's rich cultural heritage. This kind of diversity is reflected in my designs, which often leads to creating visually stunning and culturally rich colourful beaded and thread embroidery pieces.
The younger generation in Pakistan prefers traditional fabrics like silk, chiffon, and velvet. So, I enjoy incorporating all these kinds of fabrics into my new collections.
I live in Dubai and completed my university studies both here and in the United Kingdom. Fortunately, I didn’t have to face any cultural or social limitations when beginning my fashion career. Dubai is a multicultural hub that supports a wide range of businesses. It empowers women too, so I had a great opportunity to launch my brand in the United Arab Emirates and to prove that UAE-based labels are world-class.
Could you tell us about the beginning of your brand’s story? What helped you take such a bold step?
I launched my brand in September 2018, right after completing my Master’s degree in the United Kingdom. Luckily, within just five months of launching, I began dressing international celebrities and icons, grabbing worldwide attention. I had the opportunity to work with high-profile figures, including music legend Mariah Carey in the remake video of «All I Want for Christmas Is You».
Apart from her, I have worked with big names like Toni Braxton, Camille Vasquez, Saweetie, Tinashe, Idina Menzel, as well as Bollywood superstars like Madhuri Dixit, Kareena Kapoor, Deepika Padukone and Alia Bhatt — to name a few.
My mum has always been my biggest inspiration for starting my own clothing label. Her elegance and persona motivated me to create my own identity in fashion. I have always looked up to her as an inspiration, and she's the main reason behind the existence of Alina Anwar Couture.
What was the most important to you when deciding to launch your own fashion brand? What messages do you want to convey through your designs?
I stand for female empowerment and women supporting each other. I design with women in mind, always thinking about how I want women to feel when wearing one of my dresses and how I can bring out the best in them. Empowering women to feel great about themselves is something I strive towards.
«My aim is to empower women through powerful dressing and to set them on a path to endless possibilities and personal freedom».
What three words would you use to describe the aesthetic of your brand?
Elegant. Empowering. Chic & Sophisticated.
What do you consider the biggest achievement of your brand so far?
I am grateful for everything I have achieved so far, but I still believe my biggest achievement is yet to come.
Where do you find inspiration for your work? Which cultural movements and artists inspire you?
I take inspiration from everything — whether it’s a window display or the scenery around me. I love the process of creativity and just the idea of playing with the colours and the different kinds of fabrics while designing a customised piece. I also draw a lot of inspiration from travelling to different countries. Every country has a unique culture, which pushes me to take ideas and use them while designing my new collections. For example, I designed a collection back in 2019, inspired by a stroll in Hyde Park in London.
As a designer, I always keep up with trends, whether that is what’s currently on the catwalks during Fashion Week or in magazines. However, I believe that in order to be truly unique and create something special, you should always follow your instincts and create something that you love and are proud of. This way, no matter how the trends change, you will always stay true to yourself.
What do you hope to achieve with Alina Anwar Couture in the next few years?
Apart from opening my flagship boutique in Dubai, I want to stock my brand in prestigious department stores across Europe, the United States, and the Middle East in the next five years. I also want to dress celebrities like Beyoncé and Zendaya in the near future.
