Pakistani clothing brand Al Karam’s latest winter campaign has received major backlash from industry experts and customers for promoting buying new outfits for all occasions.
The global fashion industry is a large contributor to the climate crisis, and reducing its impact is a necessity like any other. In today’s age, when there is a lot of conversation around the topic and brands pushing the notion of sustainable fashion-forward, how can a brand pursue the opposite approach?
So many brands moving away from the concept of not repeating the clothes. Many actresses across the globe choose to wear the same pieces styled differently to promote sustainable fashion actively. Even the future Queen of England, Kate Middleton, has repeated her wardrobe and accessories on several occasions documented by media.
How can Al Karam encourage customers to buy more and more from them and not less sustainable fashion pieces in this day and age?
The latest digital ad for Alkaram features popular Pakistani actress Maya Ali. She is seen purchasing new outfits for all three different outings planned with her friends, regardless of her having a wardrobe full of clothes. She invites her friends over for brunch and wears a new purple outfit bought from th brand’s latest winter collection.
Next, she enters the movie night scene wearing another outfit to which her friend compliments her saying, “Another gorgeous dress.” On the third outing, we see a group of friends hanging out around a bonfire, with, of course, Maya Ali donning yet another outfit from the latest collection. Suddenly, one of her friends whispers to another, “She never repeats. [her outfits]. While looking into the camera, Maya Ali responds with a smiling face, “Jitnay bhi ho [kupray] kaafi nahi.”
Why is Alkaram still instigating the idea that no matter how many clothes women buy, they are not enough? There is nothing wrong with repeating the same clothes.
Founder and chair of climate society, Aliza Ayaz is also the UN Youth Ambassador for Sustainable Development Goals who has spoken on the matter on several occasions. Aliza works to combat a globe-threatening issue: climate change. She told a publication that “It’s frustrating that brands almost have an eternally sluggish participation in climate action.”
Speaking of high-end brands, Aliza said, “While the very high-end brands might not be reducing how much they produce and how they produce, they have definitely become more inquisitive about where their raw material comes from and how to improve. Lot more needs to be done”.
Model Saheefa Jabbar Promotes Sustainable Fashion, Sells Her Pre-Loved Items on Instagram. Read the full story here:
Pakistani model Saheefa Jabbar Khattak has been using her Instagram and, of course, her reach on the platform to sell her pre-loved clothes and other items that she is no longer using. These items are up on the model’s platform straight from her wardrobe and are mostly from Spanish apparel retailer Zara, and British global fashion retailer, New Look.
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