According to the brand, its philosophy is designs that follow a simple approach of minimalism. Being a minimalist means promoting the things we value and eliminating everything that distracts us from them.

The brand’s first collection, Razia, was inspired by her grandmother and features prominently white designs, including two kurtas, a trouser, a dupatta, and a silk tunic suit that almost sold out.

The white silk tunic costs Rs24,000.

Some people felt this was a bit steep and others decided to compare M by Mahira with other brands. Many designers have been producing minimalist outfits in monochromatic and severe silhouettes. It seems to be a move away from fussy prints which is the aesthetic that prevails in the lawn world.

Some people said that they could get the same ensemble for less than Rs1,000, which is not really the point if you want to wear designer clothing. Any item of clothing can be produced cheaply in Pakistan if you just know which bazaar to get loose cloth from and have a reasonable tailor.