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Is the existing mindset in Pakistan regarding fashion conducive for women working in this field?
Aysha K. Mang (AKM): Mindsets are something we build over time — but let’s be honest, our surroundings and the media we consume play a huge role in shaping it. When women constantly see stereotypes, judgment or unrealistic expectations, it’s easy to start doubting your own path, especially in a field such as fashion, which is often misunderstood or underestimated.
I have a strong support system in my family, who always encourage me to believe in my vision. My mother was the first to invest in me and the one who pushed me to dream bigger — that kind of support is a game-changer. But not every woman has that. I believe we need to create more positive, empowering narratives — in our homes, workplaces and media — that show women can lead, build and succeed in fashion or any other field of their choice. So it’s not just about changing mindsets — it’s about changing the environment that shapes these mindsets.
Q. Describe your fashion philosophy.
AKM: I stepped into fashion with one goal: to build something real — not just for myself but as an example of what’s possible. I didn’t wait for the ideal conditions. I created the opportunity, built a team and moved forward with conviction.
Aysha K. Mang is enthusiastic about the work she does and, as a fashion entrepreneur, she is making strides in creating style statements across the country’s fashion scene
Don’t let your dreams be a ‘someday’ plan. Start now, even if it’s small, because consistency and courage can turn any idea into an empire. Today, I lead with clarity, purpose and an uncompromising commitment to authenticity. In a market full of fast fashion and fakes, I focus on quality.
My clothing brand Mitzvah Fusion reflects my love for contemporary, East-meets-West fashion. Designing my own pieces gives me a deeper appreciation for the creative side of the industry — from concept to fabric to final fit. It was an important milestone for me — not just creatively but as an entrepreneur — and that experience fuels my work at Echt Merk. I see myself growing not just as a fashion entrepreneur, but also as a creator — bringing thoughtful, high-quality pieces into the market in my own way.
Q. How did you enter into the fashion world?
AKM: I’ve always loved fashion and noted the difficulties in gaining access to authentic items, without relying on friends or family abroad. I conducted research, studied demand patterns, understood logistics and created a team to ensure everything is streamlined. My fashion philosophy is simple: “Wear what reflects who you are — not what trends dictate.” Authenticity always wins.
Q. What difficulties have you come across in your fashion journey?
AKM: Trust has always been the biggest challenge — especially in a market such as ours where fakes and copies are everywhere! Another was standing firm in my promise of originality, which wasn’t easy, but I didn’t compromise.
In the start, currency fluctuation was one of the biggest hurdles — it creates instability for a fashion business. Now, the bigger challenges remain regulatory and logistics.
There are delays, unpredictable procedures and red tape that slow down the process. But despite all of this, I still believe opportunities are there. You just have to be ready to grab them, even if you have to fight through the obstacles. Nothing’s perfect, but if you’re passionate and persistent, you find a way forward. That’s what keeps me going every day.
Pakistan doesn’t lack talent — it simply lacks the system to support it.
Our designers are dressing the world, yet many must leave the country to be seen, heard and taken seriously. Imagine what we could achieve if we had the right training, fashion schools and export channels here. If our creatives didn’t have to fight for survival before they could dream big.
The world already loves our craft. It’s time we start valuing it ourselves — not just verbally, but through real infrastructure, support and vision. Until then, we’ll keep exporting people instead of empowering products, and that needs to change.
Q. Given the environment, how do you see the future of fashion in Pakistan?
AKM: The market is definitely shifting. Political unrest and economic inflation have made consumers more value-conscious rather than brand-driven. There’s a greater emphasis on cost-effectiveness without compromising on quality.
I foresee the demand for affordable luxury and long-lasting original pieces growing. That’s where we stand strong — offering high-end, genuine products with honest pricing. Trust and quality are what sustain brands in a vulnerable economy like ours.
Q. What are your future plans?
AKM: We are actively working on brand expansion. A physical store is in the pipeline, and we’ve already launched our high-end luxury fragrance line at extremely competitive prices. More exclusive products are in the works that stay true to our promise of originality.
My ultimate aim is to become a successful lifestyle brand that represents trust, quality and taste in fashion and everything else we offer. I want to represent Pakistan internationally.
Published in Dawn, ICON, July 27th, 2025
