South Asian fashion designer Sania Maskatiya co-founded her eponymous label in 2010[1] with her brother and business partner, Umair Tabani, who serves as CEO[2][3]. The brand has become a notable name in South Asian fashion, recognized for its artisanal embroidery, painterly prints, and a commitment to traditional craftsmanship. Sania Maskatiya was the first Pakistani designer to officially showcase at the prestigious New York Fashion Week for three consecutive years[4] and today, the label maintains a global presence through e-commerce, global stockists, and physical retail. In November 2024, Sania Maskatiya launched TIYA[5] – a resort wear label inspired by travel and global trends, available on Al Tayer's OUNASS.com[6] and on lovetiya.com[7].
Sania Maskatiya began her career in fashion design in 2007, while her brother Umair Tabani, a qualified ACA accountant and graduate of the London School of Economics joined PricewaterhouseCoopersUK in 2003[9]. The sibling co-founded the Sania Maskatiya label in 2010,[10] and since then the brand has earned international recognition for its original prints, intricate handwork, and the use of traditional South Asian textiles, with a design philosophy rooted in celebrating local craftsmanship.
Design Aesthetic
The brand is known for its artisanal embroidery, distinctive prints, and unique cuts,[11] blending South Asian aesthetics with contemporary silhouettes and unseen combinations of textures, tones, and materials.[12] This approach has contributed to the brand's international recognition.
In addition to their core luxury prêt and bridal collections, the label has explored a range of sub-lines and collaborations over the years:
ESSENTIALS by Sania Maskatiya (2020) was a limited-edition prêt-à-porter collection emphasising on ease,versatility and everyday wear.
The Modest Wear Collection (2022) featured kaftans and abayas with both modern and traditional designs[41].
The Mashadi Campaign (2021) was a luxury prêt collaboration with actor Mahira Khan for her platform, Mashion[42].
In August 2024, the brand marked its 15th anniverary with the relocation and re-design of its Lahore flagship store[43].
TIYA - A Resort Wear Brand
In November 2024, Sania Maskatiya launched TIYA[44], a resort wear label by global travel. The brand offeres a range of relaxed kaftans and co-ord sets with seasonal collections released regularly[45]. Tiya by Sania Maskatiya is available through their dedicated e-commerce site[46] as well as regional platforms such as Ounass.com[47]. In its tenure, the brand has been featured on notable figures in the press and social media including Natasha Faruque of Harpers Bazaar Arabia[48], Mai Badr of Hia Magazine[49] and Drishti Jindal of Khamsa Magazine[50], amongst others.
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