When celebrities launch fashion lines, the results are almost unpredictable. Some crash spectacularly while others build empires that outlive their initial fame.
Hira Mani, one of Pakistani television’s most recognisable faces, has launched Hira Mani Couture. She calls it a blend of “timeless tradition with modern artistry.” The debut collection, Afsaanay ‘25, pro-mises beautiful embroidery, flowing cuts and silhouettes that celebrate elegance.
This move puts Hira alongside a growing number of celebrities venturing into fashion—a trend that’s existed internationally for ages and is becoming increasingly popular in Pakistan. But if we’ve learned anything from the past, it is knowing that such ventures can be tricky. Some stars turn fame into successful brands, others learn that being famous isn’t enough to build a lasting brand.
Take Roger Federer. His partner-ship with the Swiss sneaker company On Running is often held up as an example of how to do collaborations properly. Federer didn’t just slap his name on products; he actually invested money, got involved in designing and helped shape the company’s global image. His invol-vement has helped make On a sportswear giant.
Closer to home, Mahira Khan launched MbyMahira, focusing on minimalist white kurtas. The line captured her personal style and created buzz, but reactions were mixed. Fans loved the simplicity, but some questioned the pricing. It served as a reminder that even beloved celebrities face scrutiny in fashion when customers weigh qua-lity against cost.
That’s the challenge Hira Mani faces now. Known for standout performances in dramas like Do Bol and Meray Paas Tum Ho, she’s familiar with controversy.
Her rain-soaked blue saree photoshoot, which went viral but was slammed as insensitive during devastating floods, showed the fine line she walks between attention and criticism.
Fashion leaves little room for error. Unlike television, where an actor can reinvent with a fresh role, a clothing line succeeds or fails with each collection. Customers aren’t just watching; they’re buying. If Hira Mani Couture delivers on quality, craftsmanship and a unique identity, it might carve a place in Pakistan’s luxury market. If it stumbles, the backlash could be harsh precisely because the brand carries her name.
The real test is execution. How hands-on will Hira Mani be in designing, how well will the label balance price with value and how will it hold up once the initial excitement dies down? What is certain is that Hira Mani Couture won’t go unnoticed. Just like her acting career, her fashion venture will get people talking. The question is whether those conversations will be fleeting or lasting.