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Effie AwardsEFFIE AWARDS 2021FashionMedia MarketingVideo

Effie Awards Jury Session 2021: Khaadi’s Director Communications Reveals Why Esra Bilgic’s Character Represents the Khaadi Woman

by Laiba January 27, 2021
written by Laiba January 27, 2021
LEADHers
WhatsApp Image 2021 01 25 at 5.22.29 PM
2.5K

Turkish actors have been made brand ambassadors for various Pakistani brands in the past year following the popularity of the Turkish show, Dirilis: Ertugrul in the region. We saw Esra Bilgic, who essays the role of Halime Sultan in the historical drama series appearing as the face of many Pakistani brands, including Khaadi.

The campaign, My Symphony by Khaadi partnered with Esra for its winter collection campaign. Esra Bilgic is the muse for this campaign celebrating womanhood with its vibrant colors, eccentric cuts, and essentially the versatility of each number.

We met with Khaadi’s director of corporate communications, Anjum Nida Rahman at the Effie Awards Jury Session 2021.  She explains why Esra Bilgic’s character, Halima Sultan in Dirilis: Ertugrul represents the Khaadi woman.

Adaptive-Tec

Esra is not our brand ambassador. She partnered with Khaadi, and she was our muse for this collection

Why was Esra Bilgic a natural fit for Khaadi Woman?

Anjum pointed out that it was her character that depicted a woman that was powerful, rooted in tradition, respectful of culture but still very bold. These character’s traits aligned with the identity of the Khaadi woman. So Esra was, therefore, a natural selection for the retail brand.

Khaadi x Esra: Here is How You Can Pair Beautiful Pieces from the Winter Collection

On Being Criticized for Having A Turkish Face for the Campaign

Khaadi found the criticism a bit surprising. Anjum said,

Fashion transcends borders. Esra could wear those clothes in Turkey, Miami, Ibiza, London and that’s the versatility of the collection. That is why we wanted to show the world that Pakistani Fashion is ready for the world.

Khaadi Representing Pakistan Worldwide

Khaadi has always been an ambassador of Pakistan where ever they have gone. Esra inspired the collection that put Pakistan on the map again. Khaadi felt they could not do that due to the pandemic at hand, but what they did with the collection is to express love for their country and show how versatile it is.

Watch the Clip Here:

Have something to add? Let us know in the comment section below.

For more news and updates, stay tuned to Wow 360.

Anjum Nida RahmanEsra BilgicMy Symphonythe Effie Awards Jury Session
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