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The fashion industry is witnessing winds of change these days. We’ve been talking about Mahgul Rashid as the new Creative Director at Sapphire but equally big news (which has been kept under wraps for several months) is of Ather Hafeez joining AlKaram as Creative Director. Formerly in the role of one of the creative heads at Sana Safinaz, Ather made the shift to textile giant AlKaram in June 2017.

He’s been working on his first collection for almost six months and his work will hit the market in spring/summer 2018.

“It is extremely exciting and challenging to be working for a brand with such an enormous history, which caters to such diverse markets,” Ather said about his new position. “Alkaram is in a transitional stage where the brand ethos is evolving. We are currently working on creating a stronger differentiation between different collections and are trying to bring something new to the table by keeping the history of the brand alive.”