A visionary, self-taught fashion entrepreneur, Urooj Ibrar began her journey in 2012 with nothing but passion, creativity, and perseverance. Her very first collection, showcased in the warmth of her home, marked the beginning of a dream that soon caught the attention of industry leaders.

In 2013, her talent was recognized by PFDC, where she was offered her first professional platform. Building on that momentum, Urooj launched her first brand, Impressions, which flourished through exhibitions and collaborations, gradually establishing her as a name to watch in Pakistan’s fashion landscape.

With over a decade of expertise in design, production, consultancy, and brand development, Urooj now introduces her most refined vision: LIORE — a house of luxury fashion that is accessible, personal, and timeless.

Beyond fashion, Urooj is committed to empowering women through craft. She has initiated a training program where underprivileged women are taught stitching and embroidery, equipping them with skills to earn with dignity. For her, fashion is not merely about garments — it is about creating light, opportunity, and empowerment.

With LIORE, Urooj continues to weave together luxury, legacy, and social responsibility, ensuring that every creation tells a story of resilience, reinvention, elegance, and hope — a story stitched into every detail that bears the LIORE name.