Frizzy | Home

In Conversation with Fatima Ashar: Redefining Luxury Couture with Timeless Elegance

Naaz-e-Ulfat beautifully revives heritage craftsmanship. What inspired you to merge traditional techniques with a modern aesthetic in this collection?

Naaz-e-Ulfat is all about honoring tradition with a fresh perspective. I wanted to give brides something timeless but also relevant to their lives now, capturing the beauty of heritage in a way that feels very “today.”

The palette in Naaz-e-Ulfat is a striking blend of pastels and bold colors. How did you decide on these hues, and what emotions or stories do they evoke for you?

The color palette really speaks to me—it’s a mix of softness and strength. These shades bring out the delicate romance and resilience I wanted to capture, almost like telling a love story through colors.

Could you share the significance of techniques like gotta work and muqaish in your collection, and how you feel they resonate with today’s fashion audience?

Gotta and muqaish are so much more than embellishments; they’re part of our cultural legacy. I think they resonate because they’re beautiful and carry a story that today’s brides really connect with.

Artisanal techniques often come with a deep history. Do you have a favorite story or memory related to the craftsmanship used in Naaz-e-Ulfat?

I’ve always been inspired by the heirloom pieces in my family, especially those intricate, hand-made designs that have been passed down for generations. One piece that really sparked Naaz-e-Ulfat’s direction was my great-grandmother’s bridal gharara with its 100-year-old chatta pattiwork. Bringing that craftsmanship back to life in this collection felt like honoring her legacy and reviving a piece of history for today’s bride. It’s a beautiful reminder that these details aren’t just decorative, they carry the stories and heart of those who wore them before.

Your collection draws from the splendor of royal wardrobes. What elements from historical fashion do you find most captivating to reinterpret for a modern bride or woman?

I’m especially captivated by the timeless elegance of regal details like the elaborate handwork, rich textures and the sense of grandeur they evoke. Reimagining these elements for today’s bride is about balancing that heritage opulence with modern sophistication, so each piece feels both luxurious and effortless to wear.

Naaz-e-Ulfat captures romance through fashion. How do you think this collection expresses love and devotion through its intricate details?

Every detail, from delicate embroidery to handworked motifs, reflects the care and dedication put into each piece, mirroring the love and devotion of cherished moments.

How do you ensure that traditional craftsmanship remains relevant and desirable in contemporary bridal and formal wear?

By blending traditional techniques with fresh cuts and modern palettes, I create pieces that feel timeless yet current, appealing to brides who value both heritage and style.

What was the biggest challenge in bringing Naaz-e-Ulfat to life, and how did you overcome it?

One of the biggest challenges was selecting colors that would harmonize traditional craftsmanship with modern silhouettes. It took time and experimentation to find hues that complemented the intricate handwork while feeling current.

Alongside your couture, you run a jewelry brand called Kundun.co. How do your jewelry pieces complement the outfits in Naaz-e-Ulfat?

Kundun.co is a blend of heritage and modernity, much like Naaz-e-Ulfat. The jewelry features classic Kundan pieces in fresh, vibrant colors as well as contemporary designs that capture today’s style.

sajal lay

Heritage and innovation seem to go hand in hand in your designs. Where do you see the future of traditional Pakistani bridal fashion evolving?

I envision bridal fashion evolving into a space where heritage techniques meet innovative designs, appealing to a global audience while staying true to our roots.

What’s your creative process like when envisioning a collection like Naaz-e-Ulfat? Do you start with a story, fabric, or aspecific element of craftsmanship?

I usually begin with a story or memory I want the collection to capture, something meaningful that sets the tone. From there, I dive into fabrics, colors and craftsmanship techniques that can best bring that vision to life. Every detail, from the texture to the embroidery, is carefully chosen to evoke that initial inspiration, creating pieces that feel both personal and timeless.

How do you strike a balance between preserving tradition and appealing to a global, modern audience?

I blend traditional techniques with modern silhouettes and colors, creating designs that are rooted in heritage yet adaptable to global bridal fashion.

Can you share how Naaz-e-Ulfat pays homage to your own personal or cultural heritage?

Naaz-e-Ulfat is deeply personal as it draws on the heirloom pieces that have been part of my family for generations. From the 100-year-old chatta patti techniques in my great-grandmother’s bridal gharara to intricate handwork I grew up admiring, each element pays homage to our cultural legacy, reimagined to speak to today’s bride.

What message do you hope women wearing Naaz-e-Ulfat take away when they dress in your designs for life’s most cherished moments?

I hope they feel empowered, connected to our heritage and wrapped in a story of love and elegance that makes their moment truly unforgettable.

Do you have any favorite pieces from this collection that hold a special meaning for you or that you believe perfectly capture the essence of Naaz-e-Ulfat?

Honestly, each piece in Naaz-e-Ulfat holds its own special place in my heart. I truly can’t pick a favorite because every design captures the essence of the collection in its own unique way as each one is crafted to be timeless, full of heritage and cherished for generations.