Aamir Ali Shah is a savvy marketing consultant, while by night he passionately curates aamiriat, a blog dedicated to fashion critique, South Asian fashion history, fragrances, and book reviews.
Nov 28, 2025
The latest fashion revolution in Pakistan (and abroad) is the style influencer-turned-creative entrepreneur pipeline. What does it mean for the Pakistani fashion landscape? Are influencers and creatives more in tune with what the people want? Does visibility always mean viability? Aamir Ali Shah explores the recent rise of the creator-led brands.
Sep 10, 2025
In the race to package and promote South Asian fashion to the world, India is sprinting ahead, often with items that have roots on both sides of the border. These crafts were never confined by the Radcliffe Line, but their identity politics now are. Aamir Ali Shah explores the fight for claiming textile heritage and the role of GI tags.
Jun 19, 2025
The Central Saint Martins trained designer has a distinctive style that is at once a heartfelt homage to his heritage and the manifestation of a design vocabulary rooted in his formal training
Jun 05, 2025
Under colonial influence, the visual grammar of our past—soft silhouettes, draped fabrics, floral motifs, jewelry worn by men with ease—was stripped away. What remains is a masculine rigidity suspicious of any sartorial playfulness
Mar 27, 2025
Given that a vast majority of women in Pakistan already wear long tunics, full sleeves, and dupattas, is modest fashion just a repackaging of what already exists?
Jan 21, 2025
The burgeoning perfume industry in Pakistan is largely a copycat factory, dominated by clones of internationally well-known designer fragrances. Will we see a turn towards innovation soon?
Jan 10, 2025
While the pandemic thrust many Pakistani fashion brands into e-commerce, a deeper look reveals that the foundations of this industry—logistics, customer support, and post-sale service—remain alarmingly shaky