INAAYA

Naushaba Brohi wants to bring empathy back to fashion. Fashion that has a conscience, has a story, has an impact. Like you do.

Inaaya gets its individuality from the fact that it’s the love child of a fine artist who meandered into fashion by way of broadcast and print. With over a decade of work in fashion and entertainment, Naushaba was able to identify the aching need for a luxury brand that narrated not only her journey into fashion but also Pakistan’s journey from craft to couture.
Naushaba has taken away all that has come to embody craft - kitsch, loud, psychedelic, and made it a version of herself- minimalistic, edgy, on trend. To take rural Pakistan and bring it into new-age Pakistan.
Hailing from a family deeply rooted in development work, Naushaba headed to rural Sindh when floods struck down lives and livelihood in her village to give back and rebuild her community by harnessing the power of rural entrepreneurship. To create a brand that took from centuries old craft and artisans but also gave back through self belief, self worth, and self confidence to create a sustainable cycle of progress. The production process is one of co-creation not contractual employment. They
work independently, at will, at their own time, without the bounds of a formal centre. Each product, be it ornament or attire, connects you to its creator with hand embroidered name tags of the artisans that have put their skill and soul into crafting that item for you. Each piece is imperfect and unique because we’re imperfect and unique.
Having launched Inaaya in the fall of 2012, Naushaba has received many accolades, including a standing ovation at her debut runway show in Spring 2013 which led to the brand being featured in Vogue India. She was awarded the Young Creative Entreprenuers award by the British council in 2014 and her jewellery has been spotted on Ms. Amal Clooney, amongst others.