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19 Sep

Take a vow!

(Dawn Images, Sept 19, 2010) It’s time someone stepped in to revive and reinvent the multi-million rupee bridal industry in Pakistan.   The biggest market for fashion in Pakistan isn’t the show. It’s the shaadi. With Pakistan’s fashion conscious middle class falling into a slim minority, the practical window to high end fashion - for most women - is still wedding wear. They can tally off designers for dholkis, mehndis, the wedding/baraat day, valima, trousseau etc even if they still go to tailors for everyday clothing. Weddings are what uphold the sartorial snob value here even though critics resist accepting bridal clothing as fashion. To be fair, bridals cannot be slotted as ‘fashion’ in any contemporary sense of the word. They are repetitive, often...
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