Why Pakistani Suits Are Irresistible?
The shared love for Pakistani suits amongst people across the border establishes an unannounced bond of connectivity. New-season launches from brands like Gul Ahmed, Khaadi, Élan, Junaid Jamshed, Al-Karam Studio, MARIA.B, Bareeze, Firdaus Lawn, Nishat Linen and Sana Safinaz, to name a few, are awaited with the same fervour in India as they are in Pakistan. A very valid question is repeatedly asked — what makes Pakistani suits such a crowd-pleaser and so desirable? ‘Pakistani suit’ has been used synonymously with ‘Pakistani lawn suit’. The lawn fabric is manufactured majorly in Pakistan in contemporary times. It has not just bloomed as a business in the domestic market but also made its mark in other countries, especially in South Asian countries.
The Indian market has been witnessing many takers for Pakistani lawn suits, mostly in the metropolitan cities. There is a cultural context behind the introduction of Pakistani suits in India. In the mid-2000s, Pakistani dramas got televised in Indian households as part of a friendly gesture from across the border. People in India spontaneously connected with the content and the fresh take on dramas that India had not known previously. The stories were relatable, crisp and short, and spoke to thousands of people and hence became an instant hit. People got introduced to the other side’s clothing and fashion, which was fresh and unlike what they used to wear in terms of designs and fabric. The trend of knee-length kameez and straight pants — all of it was started on the other side. As believed by clothing traders, this was the turning point for the demand for Pakistani suits in India. It has ever since been celebrated and desired by the people of India. In today’s time, we have multiple ways to follow and get access to fashion and clothing across the border.
The other aspect of its popularity and desirability includes a detailed understanding of what it has to offer. Pakistani suits come in different styles and fabrics, but what stands out is the lawn suits from Pakistan. The quality of the fabric is airy, lightweight and smooth-textured, which makes it ideal for all seasons but mostly preferred for summers. The lightweight comfort that cotton lawn suits offer is the most promising feature that makes them irresistible. What keeps them in demand is their universal reach across the social and economic divide. The price range is vast, which makes them accessible to people from different socio-economic backgrounds. From simple and elegant printed cotton lawn for daily use to embroidered party wear, everything gets covered under the umbrella term of Pakistani (lawn) suit. The price varies from a few hundred to several thousand per suit piece, depending on its design, pattern and fabric quality. From luxury wear to daily wear, lawn suits offer something for and appeal to everyone.
As discussed earlier, Pakistani TV dramas brought credibility through their characters amongst the Indian audience. The simplicity of the leads, as well as other characters, was relatable compared to what audiences had seen in Indian serials, and connected the missing link that the Indian audience longed for. This made people across the border want to wear similar clothes and follow the fashion trends. The quality and price range of these clothes made it accessible for people to follow Pakistani fashion and trends.
The influence Bollywood celebrities have on people is immense and unavoidable. The marketing strategy to endorse and advertise has been to use Bollywood celebrities, making them brand ambassadors. The same approach has been used by some of the fashion designers in Pakistan as well. Not only local celebrities from Pakistan but also Bollywood stars have made appearances in advertising and photo-shoots at the launches of their collections time and again. Keeping in view the target audience, marketing is done accordingly.
(Faraz Manan Lawn Collection featuring Kareena Kapoor)
Some of the Bollywood stars featured at the collection launches of Pakistani designers and established brands such as Élan and MARIA.B include Jacqueline Fernandez, Deepika Padukone, Karisma Kapoor, Sonam Kapoor, Kareena Kapoor and Katrina Kaif. These faces set a bond of trust amongst Indian customers, which consequently increases the demand for Pakistani suits.
– Posted by Maliha Tabassum
