A handful of Pakistan designers are starting to take a bold stance on topics that are predominant in the country, trying to make it okay to think a different way. Shahnaz ki Shaadi, or Shahnaz Wedding, has kicked off a campaign for new wedding dresses but in her campaign, she has been showing off women in their 50s with their adult children celebrating with them. In Pakistan, divorce is still a weird subject, but Shahnaz’s campaign makes it obvious that love can’t be found at any age.
“Right now is the ideal time to be in the fashion industry,” Ali Xeeshan, a designer, says, “Since the Pakistani film industry is not as big as Hollywood or Bollywood, fashion gets the spotlight here. That’s why we can really make use of the situation by highlighting social issues.”
“I think all fashion brands have a responsibility about how women see themselves,” says Khadija Rahman, Generation’s creative head, whose parents Nosheen Khan and Saad Rahman launched the brand in 1983. “Women can be seen differently — they’re all beautiful, dark, fair … There’s no one fixed standard.”