Actor Anne Hathaway was photographed in New York City this week carrying a tote bag from the Lahore-based Pakistani brand Mirath, an event that prompted immediate online attention for the designer. The specific bag, identified as the "Karachi Tote," drew comparisons to the fashion aesthetic of Hathaway's iconic 2006 film, The Devil Wears Prada.
The celebrity sighting has reportedly driven a significant surge in traffic and social media engagement for the relatively small, independent label. This illustrates the potential impact of an unsponsored celebrity placement on a brand's visibility. According to social media analytics firm Trendalytics, online mentions of the brand surged over 3,000% in the 48 hours following the photos' publication. The brand’s website also reportedly crashed from the influx of visitors, as reported by Women's Wear Daily.
What We Know So Far
- Actor Anne Hathaway was photographed on October 26 in Manhattan carrying the "Karachi Tote," according to fashion blog StyleSpotter, which first identified the accessory.
- The bag is made by Mirath, a Lahore-based Pakistani accessories brand founded by designer Ayesha Khan.
- Mentions of "Mirath" and "Pakistani brand" alongside Hathaway's name reportedly increased by more than 3,000% across major social media platforms, a Trendalytics report stated.
- The brand's official e-commerce site experienced a temporary outage following the publication of the photos due to high traffic, according to a report from Women's Wear Daily.
- Hathaway's stylist, Erin Walsh, reportedly confirmed the designer choice in an Instagram story, posting an image of the bag with a tag for the brand's official account.
Which Pakistani Brand Did Anne Hathaway Endorse?
Mirath, a design house based in Lahore, Pakistan, is known for combining modern, minimalist silhouettes with traditional South Asian craftsmanship. As detailed in a Women's Wear Daily profile, the label often incorporates locally sourced, sustainable leathers and intricate embroidery techniques handled by regional artisans.
The specific item carried by Hathaway was the "Karachi Tote," a structured leather bag. Its clean lines and classic shape led the blog StyleSpotter to draw a stylistic connection to the high-fashion world depicted in The Devil Wears Prada. This organic endorsement, likely a stylist's choice, launched the product. Such informal placements are often key elements in how successful fashion brand collaborations work within celebrity fashion.
In a statement to WWD, Mirath's founder Ayesha Khan acknowledged the situation. "We are overwhelmed and incredibly grateful for the attention," Khan said. "Our team is working to restore full site functionality and manage the incredible interest." The brand's focus on heritage techniques and modern design appears to have resonated with a global audience following the high-profile sighting.
What We Know About Next Steps
The "Karachi Tote" is currently listed as sold out on Mirath's official website. The product page notes the sudden increase in demand following the celebrity endorsement.
In a formal statement posted to its social media channels, Mirath addressed the inventory status and customer inquiries. "Due to unprecedented demand, the Karachi Tote is sold out," the company announced. "We will be announcing a pre-order date for a limited restock within the next week." The brand has not yet released further details regarding the quantity of the restock or a specific timeline for production and shipping.
