SANIA MASKATIYA – Co-Founder and Creative Director Sania Maskatiya
A cornerstone of Pakistan’s illustrious fashion legacy, Sania Maskatiya, with Co-Founder and Creative Director Sania Maskatiya, and Co-Founder and CEO Umair Tabani at the helm, is renowned for its classic fashion first approach to design with exquisite craftsmanship, bespoke prints and intricate embroidery.
Their designs remain a favourite among global audiences, and their commitment to South Asian artisanship has earned them recognition at prestigious fashion platforms worldwide. In 2024, Sania Maskatiya celebrated its 15 years in fashion.
As the only Pakistani fashion label to showcase at the prestigious New York Fashion Week three times, Sania is multi-award winning, with her fashion seen across celebrities, racks and runways worldwide. In her pursuit for creative expansion with CEO and business partner Umair Tabani, she introduced new label ESSENTIALS by Sania Maskatiya, an accessible prêt-wear line. She also collaborated with the iconic Mahira Khan to launch a collaborative collection. In the spirit of her fashion house’s commitment to inclusivity and diversity, Sania has also introduced a range of Modest Wear. Earlier this year, she launched a brand-new retail space in Lahore to much acclaim. And that’s not all! In November 2024, Sania unveiled her newest venture, TIYA, a global resort wear brand, rooted in Sania’s passion for travel and her eye for global trends, representing a journey into the serene, sun- drenched world of resort wear.
Sania is a powerhouse and an enduring symbol of creativity, resilience, and innovation in the world of fashion. Her journey from a celebrated local designer to a global fashion icon reflects her ability to evolve while staying true to her roots. With a legacy spanning 15 years and a portfolio that continues to expand across continents and audiences, Sania Maskatiya remains a trailblazer, shaping the future of South Asian fashion on the world stage.
Who is Sania Maskatiya beyond the atelier? How do you define yourself outside of your label?
Beyond the atelier, I am a visual thinker and an advocate for craftsmanship. I find inspiration in nature, places I visit and quiet detail. I am a mother, a collaborator and a woman who values balance. Designing is my way of seeing the world, but I also find fulfillment in the small, beautiful rituals of everyday life.
Tell us about your journey, from Indus Valley to launching a global fashion powerhouse. What did those early days feel like?
Those early days were filled with a deep desire to make luxury fashion accessible to women looking for high quality fabrics and silhouettes that are timeless.
Studying at Indus Valley taught me the discipline of design and the importance of cultural context. When we began, you could hardly find any refined ready-to-wear options in Pakistan, so the idea of bringing artisanal embroideries, pure fabrics and our quintessential prints to the forefront felt both necessary and natural.
Every milestone since has been built on those early learnings and the collaborative effort of my team. We bounce ideas off each other, creating an environment where every input matters. That’s how we’ve created what you call a “global fashion powerhouse”; the inclusiveness reflects in our design philosophy.
Was there a defining moment when you knew your design voice had become a movement?
It wasn’t a single moment but a gradual realisation. When women started choosing our pieces for their most cherished occasions and when our design vocabulary began to feel instantly recognizable, it became clear that we had created something with emotional resonance and timeless appeal. That’s when it began to feel like a movement.
If we go into specifics, then I think the launch of our bridal line was a pivotal moment and so was our venture into resort wear with Tiya.
Your work has always been rooted in craft, textile, and heritage. How do you balance the traditional with the contemporary so seamlessly?
Tradition is our foundation. Team Sania Maskatiya believes in taking age old techniques and reinterpreting them through a modern lens for the global woman. Whether it’s hand embroidery, painterly prints, or silhouettes with thoughtful drape, the key lies in respecting the past while designing for the present. That dialogue between heritage and innovation is at the heart of everything we create.
What does the soul of a Tiya piece hold? What emotion, culture, or philosophy does each creation carry?
Tiya is rooted in ease and expressive freedom. The team loved creating pieces that reflect joy, movement and intention. The prints have their own rhythm, the silhouettes are fluid and the craftsmanship speaks softly but with clarity. It is designed for the woman who seeks thoughtful luxury and celebrates her individuality while being at complete ease.
Fashion is often seen as surface-level, yet your work speaks to deeper cultural expression. What do you hope people truly feel when they wear your designs?
We, and I speak on behalf of my entire team, want them to feel seen and celebrated. Our hope is that each design evokes a sense of self-assurance and quiet strength. Wearing our pieces should feel like an extension of your identity. Whether it’s bridal, prêt, or resort; it’s about creating something that feels personal and timeless.
What were some pivotal turning points, challenges, or risks that shaped your brand’s global journey?
One of the biggest challenges has been scaling while staying true to our ethos. Moving into international markets required us to adapt without compromising.
Launching Tiya was a turning point. It expanded our language and allowed us to explore a different facet of our identity. Every risk we have taken has stemmed from listening to what our brand is ready to become.
With an international presence, how do you ensure that your roots remain visible no matter where your designs are showcased?
We center our process around craftsmanship. Whether it’s our embroideries, fabrics, or the construction of the silhouette, the DNA of our South Asian artistry remains intact. We collaborate with local artisans and integrate our techniques into designs that resonate across borders, ensuring that our roots are celebrated.
What inspires you today? Are there crafts, places, or people that continue to breathe life into your creative process?
Craft continues to be our greatest source of inspiration. The human hand behind every stitch, every motif, is where the magic begins. We find inspiration in architecture, ceramics, nature and often in the spirit of the women who wear our designs. They bring the pieces to life in ways that constantly inspire us.
You’ve redefined how the world sees Pakistani design. What does legacy mean to you at this stage of your journey?
Legacy is about impact. It is about creating something that outlives trends and stays relevant across time and culture. We hope our work continues to champion craft, empower women, and bring South Asian design into thoughtful, global conversations. If we can be part of that story, then that is the legacy I would be proud to leave behind.
