About

Rabia Ishfaq

CEO Rahnuma Clothing (designer)

Revolutionizing Southern Punjab’s artisanal legacy with a Western twist, making traditional hand-embroidery the new standard of cool for Gen Z and Gen Alpha.

Welcome to our world, where the rich, soulful traditions of Southern Punjab meet the pulse of modern fashion.
Our story didn’t start in a corporate office; it began in the heart of Bahawalpur, sparked by two visionary women—my mother and my aunt. As pioneers of the boutique industry in Southern Punjab, they didn’t just design clothes; they preserved culture. Combining her artistic eye with her role as a teacher at the local vocational college, my mother passed down the sacred art of craftsmanship to generations of women, empowering the community one stitch at a time.
Growing up, I watched this beautiful world expand. I saw the raw beauty of authentic Bahawalpur gotta work, shimmering Mukesh, intricate hand-appliqué, delicate embroidery, and traditional block printing transcend local borders, ultimately capturing the high-fashion industry in Lahore. I witnessed heritage grow from a local craft into a regional phenomenon.
The Next Generation: Heritage Meets Modern Fusion
Today, as a university graduate, I am proud to step into this incredible legacy—but with a fresh vision for the modern world.
Fashion evolves, but true craftsmanship is timeless. My mission is to take the breathtaking artisanal heritage of Southern Punjab and introduce it to the global stage. We are breaking the misconception that traditional handcraft is a thing of the past. By creating a seamless fusion of contemporary Western silhouettes and authentic, handmade heritage embroidery, we are proving that history can be incredibly chic.
Our Mission: To ensure that our rich Southern Punjab heritage is never forgotten, and to prove to Gen Z and Gen Alpha that handmade is not “boring”—it is the ultimate luxury, a statement of identity, and the future of fashion.
Every piece we create tells a story of where we come from, and where we are going. Thank you for being a part of our journey as we carry this beautiful legacy forward.
Why this works for your brand:
Establishes Authority: Highlighting that your mother and aunt were pioneers and educators instantly builds trust and emotional connection.
Showcases Authenticity: Mentioning specific crafts (gotta, Mukesh, appliqué, block print) and locations (Bahawalpur to Lahore) proves your deep roots in real craftsmanship.
Targets the Future: Explicitly mentioning Gen Z and Gen Alpha positions your brand as forward-thinking, trendy, and relevant, rather than stuck in the past.

“To me, fashion is the ultimate mirror of the soul—it is nothing less than the physical extension of your personality’s aura.”

The Philosophy

Our garments do not merely carry threads; they whisper the epic stories of Bahawalpur. When a man or woman wears our collection, they are wrapping themselves in the royal grandeur of the Noor Mahal and Gulzar Mahal palaces, and the majestic, enduring bastions of Derawar Fort rising proudly from the Cholistan desert.

Every design traces the heartbeat of the old city. The geometric patterns and spiritual symmetry of our hand-embroidery pay homage to the historic Jamia Mosque in Androon Bazar. The vibrant, bustling energy of Shahi Bazar and Chowk Shahzadi comes alive in our rich color palettes and the clinking rhythm of working artisans.

“Weaving the majestic stories of Bahawalpur’s palaces, Derawar Fort, and bustling historic bazaars into modern silhouettes—completed with handmade Kundani jewelry and Multani khussas to offer the authentic, rich taste of Southern Punjab to the world.”