ABOUT US

Samaira Ghani

At the heart of SG is Samaira Ghani a designer whose creativity, culture, and courage shape every collection that bears her name. Her journey is one of passion, purpose, and perseverance from growing up amidst the vibrant energy of Manchester, to building deep connections with Pakistan’s rich fashion heritage.

Samaira’s vision has always been to create more than just clothing she designs pieces that tell stories, carrying the beauty of tradition into the modern world and empowering the women who wear them. Her work embodies the meeting of East and West, blending intricate craftsmanship with contemporary silhouettes to form timeless pieces that are both powerful and poetic.

Since founding her label in 2012, Samaira has remained deeply involved in every stage of creation from the first sketch to the final stitch. Each collection is designed in the UK, where her team of dedicated artisans and designers bring her ideas to life with exquisite detail and artistry.

Samaira has welcomed Hamira as a  partner a collaboration born from shared values, vision, and artistry. Together, they are shaping a new chapter for SG, blending their individual strengths and perspectives to expand the brand’s creative boundaries while staying true to its essence of elegance, empowerment, and cultural harmony.

Samaira distinctive style and vision have earned recognition from the fashion elite, with features in Vogue and showcases at London Fashion Week. Yet, for Samaira, true success lies in creating designs that resonate garments that celebrate culture, strength, and individuality.

As SG | Samaira continues to evolve, Samaira remains the soul of the brand a storyteller through design, crafting elegance with meaning and modernity with heart.

Hamira

With a background in Management and Marketing with Fashion and nearly two decades of leadership experience at Streetcars, one of Manchester’s foremost private hire firms, Hamira Arshad embodies the essence of modern empowerment. As the only woman in a predominantly male-led industry, she has forged her path with resilience, grace, and quiet strength qualities that now define her creative and entrepreneurial vision.

In 2024, Hamira joined forces with Samaira to become a partner in SG London, a fashion house built on the principles of confidence, individuality, and feminine power. United by a shared vision, they set out to create a brand that redefines contemporary elegance one that seamlessly weaves Eastern heritage with Western sophistication.

Rooted in her British Asian identity, Hamira draws inspiration from the beauty of cultural fusion, translating it into a style language that is both timeless and progressive. Her philosophy extends beyond fashion it is about celebrating women in all their forms, fostering creativity, and creating space for new voices to rise.

A devoted mother of three, Hamira believes true success is found not in status, but in purpose and passion. Through SG London, she continues to champion a movement that honours authenticity, strength, and the art of self-expression empowering women to wear their confidence as beautifully as their clothes.