Quick answer: Asim Jofa is one of the more accessible Pakistani designer brands, known for luxury formal wear, signature chiffon collections and rich embroidery at reasonable price points — spanning everything from affordable lawn to bridal. It's also one of the easiest designers to find in the UK. This guide covers its signature style, how to order, and how to get the look more accessibly.
Please note: AÏNN London is not affiliated with, endorsed by, or a stockist of Asim Jofa. This guide is an educational resource for customers exploring Pakistani designers. Prices and availability are approximate and change frequently.
About Asim Jofa
Asim Jofa has built a reputation for bringing luxury to life through rich designs loved by women in the UK, US and beyond. His collections span from accessible lawn to luxury formal wear, making designer fashion available at various price points. Based in Pakistan, the brand specialises in luxury formal wear, chiffon and lawn, is known for rich designs, quality fabrics and accessible luxury, sells through asimjofa.com with international shipping, and is widely available via UK stockists and international retailers.
Signature style
Luxury formal focus: elegant chiffon party-wear collections, detailed embroidered luxury at accessible prices, a rich jewel-tone palette and quality fabrics throughout the range. Accessible range: affordable lawn for summer, ready-to-wear pret, bridal at varied price points, and festive Eid and celebration collections. Design philosophy: designer quality at reasonable prices, wide appeal across age groups, practical-yet-elegant wearable pieces, and consistent quality. Colour and pattern: jewel tones (emerald, ruby, sapphire), classic neutrals (black, navy, grey), traditional bridal reds and fresh seasonal prints for lawn.
Pricing
Asim Jofa is one of the more accessible designer brands, spanning lawn at the entry level, through chiffon formals and heavy formals, up to bridal. Exact pricing is enquiry-based for bridal, and ordering directly from Pakistan adds shipping, duty and 20% VAT — roughly a quarter to a third on top (see our customs and duties guide).
How to order from Asim Jofa
Official website: asimjofa.com offers international shipping with a user-friendly store. UK stockists: widely available through Pakistani fashion retailers across the UK — one of the easiest designers to find locally. International retailers: available through various online retailers serving the diaspora. For UK customers: customs adds a quarter to a third if ordering direct, Pakistani sizing differs from UK standards, popular pieces sell out quickly, and UK stockists add their own margins — though wide availability, a functional website, a range of prices and fairly consistent sizing are real advantages.
How to get the Asim Jofa look
Look for quality flowing chiffon with good drape, rich detailed embroidery without overwhelming coverage, deep jewel tones (emerald, burgundy, navy), practical-yet-beautiful pieces, and flattering, timeless cuts. Styling: jewellery coordinated to the embroidery (gold or silver accordingly), classic polished make-up, versatile hair from updos to flowing, and pieces versatile enough for multiple wedding events.
A more accessible alternative
If you want to avoid customs and get faster UK delivery, a UK-based retailer offers similar quality with simpler logistics.
| Factor | Asim Jofa | AÏNN London |
|---|---|---|
| Bridal price | Accessible, enquiry-based | Lehengas typically ~£900–£3,000 |
| Delivery | A few weeks from Pakistan | In-stock ~10–12 days; made-to-order ~4–6 weeks |
| Customs/duties | Added on top (a quarter to a third) | Included |
| Range | Lawn to bridal | Formal to bridal |
| Service | Pakistan-based / stockists | UK-based |
AÏNN London offers quality formal and bridal pieces made to your measurements with a 3–5 inch alteration margin and a video before dispatch. Browse the party wear collection.
Related designer style guides
- Maria B — Pakistan's most accessible brand
- Zainab Chottani — bespoke luxury
- Faiza Saqlain — modern traditional
- Suffuse — romantic pastels
- Elan — luxury bridal
Helpful resources: our fashion glossary, how to order from Pakistan, and the size & fit guide.
Shop the aesthetic
Browse AÏNN London collections featuring accessible elegance: party wear, luxury pret, engagement, mehndi and jora sets.
Frequently asked questions
What is Asim Jofa known for?
Accessible luxury — elegant chiffon collections and rich embroidery at reasonable prices, spanning lawn through to bridal, and easy to find in the UK.
Is Asim Jofa easy to buy in the UK?
Yes — it's one of the easiest Pakistani designers to find, via a functional website and wide UK stockist availability.
Does ordering direct cost more than the listed price?
From Pakistan, yes — add roughly a quarter to a third for shipping, duty and VAT. Buying through a UK stockist avoids surprise customs charges.
What's a more accessible alternative?
UK-based retailers offer similar quality formal and bridal pieces with duties included, custom sizing and far faster delivery.
Last updated: June 2026
