Fashion in Pakistan is far more than just clothes; it is considered to be a way of living and something that people continually chase after. Simply entering a shopping complex or browsing through Instagram reveals just how deeply rooted ‘fast fashion’ is in Pakistan. Everyone is trying to catch up to the “latest drops” from Sapphire and Limelight, as well as numerous upcoming brands offering ‘newest collections’.
So, what’s the drive behind this frenzy? Social media influencers wear new outfits multiple times a week, which presents a ‘must update your clothes’ pressure. Gone are the days when brands released new collections once a season; now, it is common for collections to be launched in a matter of weeks. Eid, Independence Day, summer and winter collections, mid as well as end of season collections, you name it, Pakistanis are flooded with countless collections for virtually anything and everything.
The collapse of timeless fashion is a deal for many, but not without a catch. Sustaining a wardrobe for clutter-free, organized fashion is not as vital as being ‘on-trend’ with the hottest clothes. Lines for into malls weeks before summer break is a common sight to snag the latest piece that’s being sported by their favorite influencers.
What’s more, the issue of fashion and environmental damage is something that needs significant attention, but remains concealed. That lack is a chronic issue in Pakistan and certain parts of the world, alongside the world as a whole, as rooted fashion remains overshadowed by the latest trend.
