Impact of the fashion industry on Pakistan’s economy:
The Pakistani fashion industry is dominated by Islamabad, Karachi, and Lahore. Collectives like the Pakistan Fashion Design Council and Fashion Pakistan, both based in Lahore, are in charge of the industry. The industry caters to the spring and summer seasons, which are collectively referred to as "lawn season" in the industry. The lawn season, which continues to be popular in Pakistan and among South Asians in the West, produces clothing that is lightweight and breathable using only cotton yarn; the items range from airy tunics and trouser suits to salwar kameez. Yard season is likewise known for its style wars wherein originators contend as the grass market is assessed at USD 50 billion. Gul Ahmed, Maria Butt, Shamoon Sultan, Zara Shahjahan, Deepak Perwani, Sanam Chaudhri, Khadijah Shah, Hussain Rehar, and Zainab Chottani are among the leading fashion designers.
The majority of products in the fashion industry were out of reach for the general public due to the high prices and initial focus on high-end customers. However, the fashion industry's consumer base expanded as a result of the rise of the urban class, working women, and increased disposable income. Aside from this, a decline in textile exports in 2017 compelled major players to include the middle class; this has resulted in increased production and competition during the lawn season when the products are in high demand almost all year. In light of the decline in exports in 2017, several textile manufacturers launched their brands as a result.
Fashion brands, on the other hand, have recently expanded their reach by focusing on social issues in their social media campaigns. Generation, for instance, promotes inclusivity and is known to feature "real women" to challenge preconceived notions of what constitutes beauty. Generation also advocated for women's reclamation of public spaces through hashtag campaigns like #Step Outside. Under the #Imadeyourclothes campaign, other brands like Zara Shahjahan called for the recognition of the tailors and karigars who work behind the fashion industry. The proprietor of Zara Shahjahan denied rumors that the campaign was a publicity stunt, stating that tailors in Pakistan are paid between one and 1.5 lakhs PKR. Fashion brands have gained popularity among the middle class as a result of such strategies.
At last, there seems a high amount of passion for fashion in the new generation. Almost every newbie who is going to step into the business world, he/she will choose food or clothes brands rather than other categories.