Islamabad, Aug 14, 2025: Almirah, a leading Pakistani clothing brand has issued an apology formally citing that the label has used the work of several artists in its latest Tales of Heritage collection without due acknowledgment and without paying the creators. The company admitted that without the consent of the original designers, some of its designs were integrated but it gave the reason that the oversight was not intentional.
The violation concerned the patches that were placed on the clothes both in men and women collections, and the images were also posted by Almirah on the official Instagram page. The statement by the brand emphasized its 14 year history of showcasing the Pakistani art and culture and providing assurance to correct this oversight.
Designer Wasfa Kamal, also known as Throughwasfa, criticised Almirah on Instagram and asked other brands to come up with their original designs. She underlined that publicity could never be an equivalent of adequate payment to artists whose works make those commercial collections.
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Rawaz Hammas, an expert in the field of calligraphy, described the theft as devastating and emphasized that this was an ethical violation of an outright purchase of his Urdu designs. He emphasized the importance of the cultural heritage that should be supported by safeguarding intellectual property and paying a decent price to the artists.
As a response, Almirah promised to give credit to the artists – Youtoonify, Throughwasfa, and Rawaz Hammas and work on the internal processes to empower Pakistan Artists. The apology of the clothing brand is an indication that the brand has realized the need to resume the ethical focus on designing and treating the local artists fairly.
