You can count on spotting plenty of rip-offs, imported surreptitiously from international runways and translated onto lawn as a ‘designer creation’. You may also catch a video or two of lawn-crazed shoppers, fighting for their favorite suits and captured for posterity on social media. Oh, and plenty of lawn gurus will claim to get ‘sold out’ while their competitors will cock sardonic eyebrows and question them.
On a more positive note, lawn can always be counted on to be a trendsetter. Brand catalogues and images on social media easily filter down to local tailors and get replicated by lawn’s many aficionados.
This year, it’s great to see catalogues offer much more than the eternally mundane but popular baggy long shirt. Edging their way in are knee-high shirts coupled with shalwars that vary from the baggy to the tapered. There’s nothing like lawn to initiate a country-wide sartorial change and we’re looking forward to it.
Major textile mills – lawn’s ‘big guns’, so to speak – have already introduced their initial lines and the designer lawn brigade is soon to follow. With its phenomenal popularity, huge profits and unique intricacies, the lawn market is a tricky, fickle one. Some rule the roost, many others suffer steep losses and yet, year after year, new contenders enter the fray.
And although they often flail at mastering a balance between mass-oriented print and exclusive couture, the Pakistani fashion fraternity continues to vie for the oft-elusive lawn ‘crown’. An equation with a major mill is lucrative and should the alliance work out – a rare occurrence – promises major revenue in the years to come. There’s also the major publicity generated by country-wide billboards and hoardings, publicizing a designer’s unstitched collection…
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