Afsanah

Afsanah – Fashion Rooted in Heritage, Designed for Today

Launched in 2018 by the Hussain Group, Afsanah (also styled Afsaneh) is a contemporary Pakistani fashion brand that reimagines traditional South Asian aesthetics through refined craftsmanship and poetic storytelling. Inspired by Mughal, Kashmiri, and Persian design elements, the brand offers ready-to-wear and unstitched collections that celebrate elegance, heritage, and identity.

Business Model

Afsanah operates on a company-owned retail model, meaning all its stores are fully managed and operated by the brand itself. This ensures consistent quality, controlled brand messaging, and superior customer experience. There is no franchising or third-party retail involvement, allowing Afsanah to preserve its creative integrity and vision across every outlet.

The brand sells through its flagship stores in Lahore, Multan, Islamabad, and Rawalpindi, as well as an official online platform that serves both local and international customers.

What Afsanah Offers

• Luxury unstitched fabrics with elegant prints and embellishments
• Ready-to-wear formal, semi-formal, and festive attire
• Traditional silhouettes: anghrakhas, shararas, ghararas, dupattas
• Accessories that complement its cultural collections
• A brand identity rooted in Urdu poetry, storytelling, and heritage

Choose Afsanah – Where every design is a verse, and every outfit is a story worth wearing.