Bushra Jamil, is a practising textile designer and academic, who currently holds the position of Assistant Professor in the Textile Design Department at the Pakistan Institute of Fashion and Design. Her academic journey led her to an M.Phil. in Cultural Studies, a degree that fueled her research passion for exploring the Kashmiri Shawl (Pashmina, Shahtoosh) as a unique lens to dissect political and social nuances from the vantage points of customers, manufacturers, and retailers. This endeavor delved deep into ethnography and ethical textile innovation, all within the rich tapestry of interpretations within the subcontinent. Some of her scholarly exploration centres on establishing meaningful links between products and users, with a focus on enhancing user experience. She adeptly pivots from analyzing user behavior to unraveling the intricate emotional connection individuals forge with their clothing selections. This paradigm shift empowers her to create clothing experiences consciously tailored to provide a heightened sense of engagement and fulfilment. Her journey encompasses both educational and design realms, having contributed extensively to curriculum development and design instruction across various art and design universities. Her presence resonates through exhibitions, design projects, workshops, and training sessions, exemplifying her multifaceted engagement with the field.