Asim Jofa

Asim Jofa has made his mark in the fashion industry with his premium quality designs and apparels targeted at the elite class of Pakistan. Not the one to be relied on for minimalist designing, even the simplest designs by Jofa can be worn to weddings or parties.

Asim Jofa Collections

Currently, the designer has multiple design collections for women featuring Zartaar, Organza, Chiffon, Luxury Lawn, Luxury Pret, Wedding, Western Wear and Embroidered Signature Collections. 

The New Zartaar Collection

It is a variety of customizable premium apparels crafted in high-quality materials such as Silk, Organza, Net Organza, Mysorie and Raw Silk. This collection is available in loose cloth but comes with the option of tailoring with added cost. The ensembles in this category exude regality with their traditional South Asian designs. Hand-embellished with Gota pattis, Indian sequins, thread, zari, pearls, diamantés, bugle beads etc., the Zartaar collection is reminiscent of the vintage era of Pakistan. Clothes are moderately embellished yet highly-priced in this category and can be worn to Pakistani weddings.

Bridal Wear

The highlight of the brand is their Bridal wear as it comprises of beautiful and heavily embellished bridal lehengas, saris, long frocks, maxis etc. The ensembles in this collection are full-on covered with intricate Jaal work with sequins and crystals scattered all over. Sleeves come with mesmerizing looking cutwork fully embellished with Pearls, Sequins and Crystals. Dupattas to pair with these dresses are in Mysorie Net material and are also heavily embellished embroidered with Kamdani and Zardozi sprinkled all over. Other works included in various ensembles are Kora Dabka, Naqshi, Resham, Baadla and Zardozi. 

Wedding Wear Formal 

Heavily embroidered net or chiffon shirts with fully embroidered boot cut or cigarette pants. These dresses are embellished in Kora, Dabka, Sequins, Stones and Resham. The dupattas and sleeves are styled with drop balls finishing on scalloped edges. These ensembles make for an elegant outfit for a close one's wedding or other formal and traditional events.

Organza Collection

This collection makes use of Organza, the plain-weave sheer fabric from the banks of the Yangtze River in China. Dresses in this range befit an evening wedding and evoke ethereal beauty by combining the sheer opulence of organza with cotton net. Most of the ensembles in this range use self prints and chevron patterns with cut-worked borders and 3D elements on Organza paired with woven fancy Organza dupattas. Some articles in this category exude sheer elegance with delicate floral embroidery done with pearlescent sequins, Zari and complementing threads. The more traditional-looking ensembles are seasoned with hints of hand touches with Kora, tiki stone and beads.

Festive Mysorie Chiffon Collection

Mysorie Chiffon is a lightweight plain weave soft fabric used extensively for creating flowy saris with beautiful falls and floating evening gowns. This collection is an ode to masterful craftsmanship. With intricately embroidered Mysorie chiffon apparels paired with embroidered chiffon dupattas and silk pants, this collection screams festive elegance. Jofa has used a lot of festive colours in these ensembles. Flowy Lehnga cholis, heavily embellished straight-cut shirts and pants, the dresses can easily be worn to a Pakistani mehndi or dholki events. The use of traditional embroidery techniques in these dresses is reminiscent of vintage times. Most of the ensembles use intricate Resham work with antique gold zari, sparkling sequins, pearls and Dori work paired with an embroidered chiffon dupatta to complete the look.

Embroidered Collection

This range includes heavily embroidered flowy gowns and poetic breezy outfits with luminescent sequins and gold foil dupattas. Most of the ensembles in this range adorn cutwork technique, architectural motifs, scintillating Tila work and embroidered baroque elements with Zari to give a regal touch to the outfits. Perfect for weddings and formal events, these ensembles are paired with raw silk pants and embroidered motif dupattas to give you a classy look at a traditional Pakistani event.

Lawn Collection

Asim Jofa lawn is anything but minimalistic. It is for the ladies who love wearing heavily embellished lawn outfits to weddings and formal events rather than just using them as everyday summer wear. Lawn is a thin and soft fabric ideal for scorching hot summers of Pakistan. This lawn collection is perfect for summer weddings where ladies can dress up in heavily embellished outfits made out of lawn rather than non-breathable heavy materials. Articles in this range are unstitched 3 piece lawn suits but the brand gives you the option of getting them tailor-made with additional cost.

Luxury Pret

The luxury pret section showcases premium ready to wear ensembles with extensive designing and hard work put into them. Fabrics used for these outfits are high-quality Organza, Net, Jacquard Organza and Raw Silk pants. Heavily embellished and intricately embroidered Peplum frocks paired with embroidered Net dupatta and Raw silk pants add a touch of glamour and elegance to the entire look. Other outfits include stylish wraps made out of Organza with elegant cuts and embellishments. 

Western Wear

This collection includes western inspired outfits featuring bustier tops with layered ruffles and high waisted pants. Some of the outfits in this category are way too over the top and leave a sour taste in the mouth. With this collection, Asim has the potential to break into the western fashion industry but it is more of a cultural shock for the Pakistani consumer market. Hence this collection is targeted at a niche market segment.