LAJWANTI

The label narrates couture stories in a language profuse with elegance, femininity, and unapologetic timelessness.

Ana Ali started her Lahore-based label Lajwanti over two decades ago with a simple aim: To revive indigenous arts and crafts, and make traditional cool through her couture. Today, she is touted as one of the forerunners of the Pakistani fashion fraternity, thanks to her inimitable style that is a marriage between modern tailoring, rede ned luxury, and homegrown artisanal techniques. Over the years, she’s become a go-to for celebrities and brides at home and overseas. “Our signature aesthetic is where traditional charm is interlinked with present-day style, personifying underrated subcontinental allure,” Ali reveals. “The Lajwanti bride is a powerful, modern-day woman who is an embodiment of old-world glamour, ornamented to the rim with a promise to stay true to the aura of the pre-partition classical period,” she adds.