Sahar Atif a graduate of the first batch of Pakistan Institute of Fashion and Design [PIFD] the fashion Mecca of Pakistan, is not only the force behind her brand ( but is also a distinguished name in the field of fashion and design academia. With a recent Executive MBA degree from LUMS, Sahar is amongst the few professionals in the industry with a three-sixty degrees prospective of both the design and business side of the fashion and retail industry. At Lums she teaches Entrepreneurship at the undergraduate level and The Business of Fashion to the MBAs. She is deeply involved in mentoring startups and small businesses. As part of her brands CSR, she is deeply involved in craft revival and women empowerment at the micro and small business level. 

She serves as a Senate member PIFD, Board member Daachi Foundation, Craft Advisory Council WCLA, Board member SDSB Luminites Association and adjunct faculty at LUMS.