Tuesday, March 21 2023
Top Posts
3 Pakistani Dramas that Broke the Age Gap...
Muzaffargarh: Teen Murdered by Aunt for Refusing Her...
Govt. to Launch Pakistan’s Largest Paid Internship Program
From Sea View to Do Darya – Women...
Kuch Ankahi: Nikah Nama Scene Receives Applause from...
SHOCKING: Only 14 Countries Give Equal Rights to...
Why ‘Tere Bin’ Should NOT Take the Cliche...
“In Our Society A Man’s Problem is Kept...
Urwa Hocane Speaks Her Mind After Being Called...
Fawad Khan & Sanam Saeed Starrer ‘Barzakh’ Poster...
  • About Us
  • Write for Us
  • Careers
  • Privacy Policy
  • Terms Of Service
  • Contact Us
WOW 360
  • LEADHers
  • Culture
  • Lifestyle
  • Entertainment
  • Business
    • EFFIE AWARDS 2021 EFFIE AWARDS 2022 Entrepreneur Media Marketing Startups Success Stories Sustainability Women in Leadership All
      Business

      CEO’s Share Inspirational Stories on the Different Challenges They Faced

      January 26, 2022

      EFFIE AWARDS 2021

      PAS Holds its Second Virtual Effie Awards Gala Night

      July 15, 2021

      EFFIE AWARDS 2021

      Effie Awards 2021: Categories & Winner’s List

      July 10, 2021

      Business

      Highlights from the Effie Awards Jury Sessions 2021

      June 30, 2021

      EFFIE AWARDS 2022

      Wives have the Right of Maintenance & Muslim Men Must Provide at all…

      August 5, 2022

      EFFIE AWARDS 2022

      Effie Awards 2022: Categories & Winner’s List

      April 2, 2022

      EFFIE AWARDS 2022

      Effie Awards 2022: Ehmer Kirmani, Imagery Producer & Film Director Talks About the…

      March 21, 2022

      EFFIE AWARDS 2022

      Leading Women in Pakistan’s Media Marketing & Advertising Industry Share Their Opinion on…

      March 3, 2022

      Entrepreneur

      Daraz & Femprow Come Together to Increase Contribution of Women Entrepreneurs in Pakistan

      May 30, 2021

      Entrepreneur

      5 Women Led Food Business in Karachi That You Must Try

      February 7, 2021

      Entrepreneur

      Pakistan Moves Closer to Train One Million Youth with 100+ eCommerce and Digital…

      February 6, 2021

      Entrepreneur

      Untold Recipes by Nosheen Features Traditional Authentic Pakistani Food Recipes: Interview

      January 15, 2021

      Media Marketing

      Master MoltyFoam’s Latest Ad Ft. Mahira Khan Highlights 1 of 4 Ever-Married Women…

      July 20, 2022

      Media Marketing

      Creating More Jobs for Women & Promoting Gender Equality: Khaadi Welcomes $25M Investment…

      May 31, 2022

      Media Marketing

      inDriver launches “Food Ka Pakistan” a Flavorful Journey Project in Collaboration with Bon…

      May 30, 2022

      Media Marketing

      Why Butterfly Sanitary Napkins are the Best & Women will be Disappointed if…

      May 27, 2022

      Startups

      Exclusive: Amal Clooney Women’s Empowerment Award Winner Tanzila Khan Makes Major Announcements

      June 29, 2022

      Startups

      5 Pakistani Women-Led Startups That Are Making Waves

      June 8, 2022

      Startups

      Pakistani Startups Raised $375M in 2021

      January 5, 2022

      Startups

      First Women Entrepreneurs in Pakistan’s Fintech Space Raise $3 M for Oraan to…

      September 28, 2021

      Success Stories

      Pakistani Women-Led Startup ‘Sehat Kahani’ Makes it to Forbes’ Top 100 Companies to…

      September 14, 2022

      Success Stories

      Exclusive: Amal Clooney Women’s Empowerment Award Winner Tanzila Khan Makes Major Announcements

      June 29, 2022

      Success Stories

      “Women Can Accomplish Anything They Set Their Mind To” – Dr Suaad Al…

      June 25, 2022

      Success Stories

      5 Pakistani Women in Business & Technology Who Are Changing the World

      June 6, 2022

      Sustainability

      Ayesha Chundrigar Launches Eco-Friendly Handmade Pet Products Using Ocean Waste

      September 14, 2022

      Sustainability

      Aliza Ayaz, UN Ambassador for Climate Change Pens Down Heart-Felt Note About Failing…

      July 20, 2022

      Sustainability

      Exclusive: Amal Clooney Women’s Empowerment Award Winner Tanzila Khan Makes Major Announcements

      June 29, 2022

      Sustainability

      Alia Bhatt Makes a Sustainable Fashion Statement by Using 180 Textile Patches &…

      April 18, 2022

      Women in Leadership

      “Leadership is a Quality You Can Work On” Dr. Ayesha Mian

      March 18, 2023

      Women in Leadership

      Women in Leadership Series: Navigating the Path to Equity & Success

      March 9, 2023

      Women in Leadership

      SEED Ventures Announces WOW360 as Strategic Partner for British Council’s Women in Leadership…

      February 18, 2023

      Business

      “Leadership is a Quality You Can Work On” Dr. Ayesha Mian

      March 18, 2023

      Business

      Women in Leadership Series: Navigating the Path to Equity & Success

      March 9, 2023

      Business

      Engro Hosts 2nd Edition of Talks@Engro on IWD Focusing on “Embracing Equity”

      March 7, 2023

      Business

      Ability of Women to Register Business in Pakistan Remains Restricted: World Bank

      March 3, 2023

  • News
    • News

      Fauzia Viqar Appointed as Federal Ombudswoman

      March 1, 2023

      News

      Maham Amjad Gets Father’s Killer Arrested After 14 Years!

      February 21, 2023

      News

      Pakistani Celebs Extend Support to Turkey, Syria Earthquake Victims

      February 6, 2023

      News

      Unauthorized Influencers Banned from Entering Parliament House

      January 16, 2023

      News

      Justice Ayesha Malik & Sherry Rehman Make it to Forbes 50 Over 50

      January 14, 2023

  • Tech
    • Technology

      Punjab Government Launches ‘Meri Awaz’ Safety App

      March 10, 2023

      Technology

      Google to Empower Over 1,500 Pakistani Women Developers

      March 9, 2023

      Technology

      5 Businesses Pakistanis Can Explore with AI

      February 18, 2023

      Technology

      Pakistani Women Are Using Social Media to Empower Themselves & Speak Out

      February 16, 2023

      Technology

      Pakistan: Ex-Google Developer Students Club Lead Ahsan Aman Creates App to Detect Fake…

      February 10, 2023

  • Sports
  • Video
    • Culture Entertainment LEADHers All
      Culture

      Dr. Mahwish Sharif is the First Hearing Impaired Doctor from Balochistan & an…

      May 31, 2022

      Culture

      IWD 2022: Sanam Saeed, an establish actress talks about how she chose to…

      March 8, 2022

      Culture

      IWD 2022: Rida, a mechanical engineer talks about how she chose to #breakthebias

      March 7, 2022

      Culture

      How to obtain Turkish citizenship with a Pakistani passport

      October 26, 2021

      Entertainment

      Indian Filmmaker Alankrita Shrivastava to Direct Film on Pakistani Social Media Star Qandeel…

      May 18, 2022

      Entertainment

      WOW360 ‘Here & There ‘ with Ayesha Omar and Ahsan Khan Unveiling Rehbra

      April 25, 2022

      Entertainment

      In the spotlight with Mohib Mirza & Sanam Saeed on Ishrat Made in…

      March 3, 2022

      Entertainment

      Ali Rehman Khan is “On the Throne “ in Badshah Begum with WOW360

      March 1, 2022

      LEADHers

      Tanzila Khan is the First-Ever Amal Clooney Women’s Empowerment Award Winner from The…

      June 20, 2022

      LEADHers

      “Sports is an important platform to raise awareness on many important issues”, Rubab…

      March 16, 2022

      LEADHers

      Pakistan’s Leading Psychiatrist Dr Ayesha Mian Talks About COVID, Impact of Social Media,…

      January 28, 2022

      LEADHers

      WOW360 LEADHers featuring Dr Ayesha Mian (Pakistan’s leading psychologists) with Farhat Kapadia Mehboob

      January 14, 2022

      Video

      Tanzila Khan is the First-Ever Amal Clooney Women’s Empowerment Award Winner from The…

      June 20, 2022

      Video

      Dr. Mahwish Sharif is the First Hearing Impaired Doctor from Balochistan & an…

      May 31, 2022

      Video

      Candid Conversation with Sania Saeed on Kamli, a film by Sarmad Khoosat

      May 24, 2022

      Video

      Indian Filmmaker Alankrita Shrivastava to Direct Film on Pakistani Social Media Star Qandeel…

      May 18, 2022

FashionMedia Marketing

Khaadi Features Plus Size Model in their Latest Campaign Addressing a Much Needed Category

by Laiba February 22, 2021
written by Laiba February 22, 2021
LEADHers
8F40E974 0365 460B 8058 078B91570244

Pakistani fashion brands have evolved over the years. Experts have observed the market closely and have taken up strategies to cater to their customers belonging to different categories successfully. However, the plus-size has often been ignored by fashion brands and retailers in the country especially when it comes to pret.

Plus-size women such as me had to flock to the market to buy loose cloth and other items of liking to be stitched. More often, I would pick up something unstitched from the mall. Even after making an effort, the chances of the tailor sewing the outfit to my liking were never met as not everyone can put together an outfit that compliments your body type.

WOW 360|Khaadi Features Plus Size Model in their Latest Campaign Addressing a Much Needed Category

Adaptive-Tec

The Latest Campaign, “Now or Never” by Khaadi

The latest campaign by Khaadi, “Now or Never”,  features a Plus-size model and is a breath of fresh air. Rather than having a separate line for the plus size women, Khaadi has channeled the same clothes to fit the plus sized women. Moreover, the fashion film includes both plus size model and regular size models which reflects inclusivity at its best.

View this post on Instagram

A post shared by Khaadi (@khaadi)

Why is it Important for Brands to Focus on Inclusivity?

Even though Khaadi had placed sizes 16 and 18 on their shelves some time ago, they were never advertised with plus-size models. Unless brands don’t portray that they are all about inclusivity (even though they are), it is difficult for the product to reach their designated customer.

We spoke to Khaadi’s Director of Corporate Communications, Anjum Nida Rahman, regarding their latest campaign. Here is what she had to say:

1) We liked the campaign and the fact that it included a plus size model. It is also significant for Khaadi to mainstream this customer category. Why now?

Khaadi is an inclusive, accessible brand and our designs cater to the multiple facets of a woman’s personality. We are committed to extending this belief to include a broad range of body shapes. We feel this is culturally relevant and reflective of women today.

2) Currently, plus sizes are available till Sizes 16-18. Are more sizes expected? Do you plan to develop a separate line for plus-sized women?

Fashion and styles are ever-evolving, so is Khaadi. Our designs appeal to women who are ever-evolving in their lifestyle, and journey of life. We believe there is an opportunity for extended sizes and are looking at possibilities of increasing our styles to include not only different body shapes but fashion concepts as well. Khaadi keeps innovating.

etp20216 black 1 19

etp20216 black 1 19

ete20318 pink 1 5

ete20318 pink 1 5

ete20306 blue 1 1

ete20306 blue 1 1

ete20217 blue 1 22

ete20217 blue 1 22

etb20301 red 1

etb20301 red 1

Finding Comfort in the Khaadi Store: Discovering Sizes 16 and 18

I know for a fact that I discovered Khaadi’s sizes 16 and 18 when I stepped into a Khaadi store to window shop almost 2 years ago. I was surprised that I fit into something off the rack and that too in Pakistan. I instantly bought the top. The feeling was incomprehensible because I only experienced this whilst  traveling overseas. From there onwards, I always found comfort in the Khaadi store whenever I was at the mall as I usually found some options for myself.  I also discovered a handful of brands catering to the plus-size category at the mall – however, their designs and cuts were not up to my liking.

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

Zainab Kamran Saeed, a plus-sized fashion blogger shared her opinion on the matter, she said:

The campaign actually made me very happy because this looks like a point where we’re normalizing bodies of different kinds and shapes. Generally, even if we’re showing a woman who is different, women who do not meet the standard/expectations of society. Both women in the picture are put in such a way that it looks like it’s a special case when it’s not, we’re all the same, all the same people with the same kind of feelings, same kind of behaviors. It’s just that our bodies look different.

 

Finally, for the first time ever, somebody is normalizing that, and this gives me a lot of hope, Maybe one day there’s going to be a time where at least with me, women would stop asking why I’m this confident and or maybe how am I this confident when they should not be asking that because I do not have a reason to not be confident. But because apparently being fat is a special case, people do question it. So, yeah, I absolutely love the fact that Khaadi is normalizing different types of women.

 

We have seen a couple of brands working on plus-size clothing. I don’t think they were normalizing the idea. I think our nation feels that the idea of clothing fat women is to make them wear sacks and that is hilarious but Khaadi didn’t do that. The model was wearing regular clothes similar to what smaller size models were wearing. I’m glad Khaadi didn’t come up with a special capsule collection that only comprises clothes similar to potato sacks.

Plus Size Women Limited to Shop In-Stores

A top with a slim-fit cut would look better on someone who has a pear-shaped body while a loose-fitting cut on an apple-shaped body. So it was vital for me to try it on at the mall in-store. I would be relieved to find something that would fit and match my style. Some pieces at Khaadi would compliment my body type while others wouldn’t, depending on the cut. During the pandemic, the experience of shopping multiple times from Khaadi online was not same as in-store. I figured that the decision of what might suit me could only be made in stores and not online as the models used to showcase 16 and 18 sizes on the site were either a size 6 or an 8 which is now addressed but there’s still a long way to go.

Shopping Online & the Pandemic

I wondered why plus-size models were not thought about before. After all, plus-size women would make better decisions online, if the outfit would suit their body type or not, depending on how it looked on the model. The representation is great, and I appreciate the brand for its efforts, but even today, there is a lot of space for improvement to make the shopping experience for plus-size women better online. In fact, this is the best time to work on it as more and more people prefer shopping online now, due to the pandemic.

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

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

KhaadiPlus size
0 comment
3
FacebookTwitterPinterestEmail
WOW 360|Khaadi Features Plus Size Model in their Latest Campaign Addressing a Much Needed Category
Laiba

previous post
Zara Noor Abbas is “On the Throne “ in Badshah Begum with WOW360
next post
Pakistani Climate Crisis Activist Aliza Ayaz Gets Invited by CNN’s Emmy-Award Winning Anchor Christiane Amanpour

Related Posts

5 Fashion Trends that will Become Staples in...

January 14, 2023

Bella Hadid ‘Proud’ & ‘Inspired’ by Her First...

January 10, 2023

5 Pro Tips to Ace the Dopamine Dressing...

December 20, 2022

Parishae Adnan Launches Debut Collection ‘Un Graze’ to...

November 15, 2022

Prada Announces Exclusive Abaya-Inspired Collection

November 8, 2022

Social Media Calls out Ethnic for Allegedly Stealing...

October 28, 2022

Bushra Khan is Making Waves Around the World...

October 17, 2022

Luxury Fashion House Balenciaga Erases Instagram Feed, Posts...

October 7, 2022

Netizens Call Out Pakistani Celebrities & HUM Awards...

September 22, 2022

Miss Universe is Now Open to Wives &...

August 10, 2022

Leave a Comment

Save my name, email, and website in this browser for the next time I comment.

banner edited 300x250 1 1024x854 1
PHOTO 2021 01 01 16 59 29
  • Facebook
  • Twitter
  • Instagram
  • Linkedin
  • Youtube
Footer Logo
  • About Us
  • Write for Us
  • Careers
  • Privacy Policy
  • Terms Of Service
  • Contact Us

@2023 - All Right Reserved.

WOW 360
  • LEADHers
  • Culture
  • Lifestyle
  • Entertainment
  • Business
    • EFFIE AWARDS 2021 EFFIE AWARDS 2022 Entrepreneur Media Marketing Startups Success Stories Sustainability Women in Leadership All
      Business

      CEO’s Share Inspirational Stories on the Different Challenges They Faced

      January 26, 2022

      EFFIE AWARDS 2021

      PAS Holds its Second Virtual Effie Awards Gala Night

      July 15, 2021

      EFFIE AWARDS 2021

      Effie Awards 2021: Categories & Winner’s List

      July 10, 2021

      Business

      Highlights from the Effie Awards Jury Sessions 2021

      June 30, 2021

      EFFIE AWARDS 2022

      Wives have the Right of Maintenance & Muslim Men Must Provide at all…

      August 5, 2022

      EFFIE AWARDS 2022

      Effie Awards 2022: Categories & Winner’s List

      April 2, 2022

      EFFIE AWARDS 2022

      Effie Awards 2022: Ehmer Kirmani, Imagery Producer & Film Director Talks About the…

      March 21, 2022

      EFFIE AWARDS 2022

      Leading Women in Pakistan’s Media Marketing & Advertising Industry Share Their Opinion on…

      March 3, 2022

      Entrepreneur

      Daraz & Femprow Come Together to Increase Contribution of Women Entrepreneurs in Pakistan

      May 30, 2021

      Entrepreneur

      5 Women Led Food Business in Karachi That You Must Try

      February 7, 2021

      Entrepreneur

      Pakistan Moves Closer to Train One Million Youth with 100+ eCommerce and Digital…

      February 6, 2021

      Entrepreneur

      Untold Recipes by Nosheen Features Traditional Authentic Pakistani Food Recipes: Interview

      January 15, 2021

      Media Marketing

      Master MoltyFoam’s Latest Ad Ft. Mahira Khan Highlights 1 of 4 Ever-Married Women…

      July 20, 2022

      Media Marketing

      Creating More Jobs for Women & Promoting Gender Equality: Khaadi Welcomes $25M Investment…

      May 31, 2022

      Media Marketing

      inDriver launches “Food Ka Pakistan” a Flavorful Journey Project in Collaboration with Bon…

      May 30, 2022

      Media Marketing

      Why Butterfly Sanitary Napkins are the Best & Women will be Disappointed if…

      May 27, 2022

      Startups

      Exclusive: Amal Clooney Women’s Empowerment Award Winner Tanzila Khan Makes Major Announcements

      June 29, 2022

      Startups

      5 Pakistani Women-Led Startups That Are Making Waves

      June 8, 2022

      Startups

      Pakistani Startups Raised $375M in 2021

      January 5, 2022

      Startups

      First Women Entrepreneurs in Pakistan’s Fintech Space Raise $3 M for Oraan to…

      September 28, 2021

      Success Stories

      Pakistani Women-Led Startup ‘Sehat Kahani’ Makes it to Forbes’ Top 100 Companies to…

      September 14, 2022

      Success Stories

      Exclusive: Amal Clooney Women’s Empowerment Award Winner Tanzila Khan Makes Major Announcements

      June 29, 2022

      Success Stories

      “Women Can Accomplish Anything They Set Their Mind To” – Dr Suaad Al…

      June 25, 2022

      Success Stories

      5 Pakistani Women in Business & Technology Who Are Changing the World

      June 6, 2022

      Sustainability

      Ayesha Chundrigar Launches Eco-Friendly Handmade Pet Products Using Ocean Waste

      September 14, 2022

      Sustainability

      Aliza Ayaz, UN Ambassador for Climate Change Pens Down Heart-Felt Note About Failing…

      July 20, 2022

      Sustainability

      Exclusive: Amal Clooney Women’s Empowerment Award Winner Tanzila Khan Makes Major Announcements

      June 29, 2022

      Sustainability

      Alia Bhatt Makes a Sustainable Fashion Statement by Using 180 Textile Patches &…

      April 18, 2022

      Women in Leadership

      “Leadership is a Quality You Can Work On” Dr. Ayesha Mian

      March 18, 2023

      Women in Leadership

      Women in Leadership Series: Navigating the Path to Equity & Success

      March 9, 2023

      Women in Leadership

      SEED Ventures Announces WOW360 as Strategic Partner for British Council’s Women in Leadership…

      February 18, 2023

      Business

      “Leadership is a Quality You Can Work On” Dr. Ayesha Mian

      March 18, 2023

      Business

      Women in Leadership Series: Navigating the Path to Equity & Success

      March 9, 2023

      Business

      Engro Hosts 2nd Edition of Talks@Engro on IWD Focusing on “Embracing Equity”

      March 7, 2023

      Business

      Ability of Women to Register Business in Pakistan Remains Restricted: World Bank

      March 3, 2023

  • News
    • News

      Fauzia Viqar Appointed as Federal Ombudswoman

      March 1, 2023

      News

      Maham Amjad Gets Father’s Killer Arrested After 14 Years!

      February 21, 2023

      News

      Pakistani Celebs Extend Support to Turkey, Syria Earthquake Victims

      February 6, 2023

      News

      Unauthorized Influencers Banned from Entering Parliament House

      January 16, 2023

      News

      Justice Ayesha Malik & Sherry Rehman Make it to Forbes 50 Over 50

      January 14, 2023

  • Tech
    • Technology

      Punjab Government Launches ‘Meri Awaz’ Safety App

      March 10, 2023

      Technology

      Google to Empower Over 1,500 Pakistani Women Developers

      March 9, 2023

      Technology

      5 Businesses Pakistanis Can Explore with AI

      February 18, 2023

      Technology

      Pakistani Women Are Using Social Media to Empower Themselves & Speak Out

      February 16, 2023

      Technology

      Pakistan: Ex-Google Developer Students Club Lead Ahsan Aman Creates App to Detect Fake…

      February 10, 2023

  • Sports
  • Video
    • Culture Entertainment LEADHers All
      Culture

      Dr. Mahwish Sharif is the First Hearing Impaired Doctor from Balochistan & an…

      May 31, 2022

      Culture

      IWD 2022: Sanam Saeed, an establish actress talks about how she chose to…

      March 8, 2022

      Culture

      IWD 2022: Rida, a mechanical engineer talks about how she chose to #breakthebias

      March 7, 2022

      Culture

      How to obtain Turkish citizenship with a Pakistani passport

      October 26, 2021

      Entertainment

      Indian Filmmaker Alankrita Shrivastava to Direct Film on Pakistani Social Media Star Qandeel…

      May 18, 2022

      Entertainment

      WOW360 ‘Here & There ‘ with Ayesha Omar and Ahsan Khan Unveiling Rehbra

      April 25, 2022

      Entertainment

      In the spotlight with Mohib Mirza & Sanam Saeed on Ishrat Made in…

      March 3, 2022

      Entertainment

      Ali Rehman Khan is “On the Throne “ in Badshah Begum with WOW360

      March 1, 2022

      LEADHers

      Tanzila Khan is the First-Ever Amal Clooney Women’s Empowerment Award Winner from The…

      June 20, 2022

      LEADHers

      “Sports is an important platform to raise awareness on many important issues”, Rubab…

      March 16, 2022

      LEADHers

      Pakistan’s Leading Psychiatrist Dr Ayesha Mian Talks About COVID, Impact of Social Media,…

      January 28, 2022

      LEADHers

      WOW360 LEADHers featuring Dr Ayesha Mian (Pakistan’s leading psychologists) with Farhat Kapadia Mehboob

      January 14, 2022

      Video

      Tanzila Khan is the First-Ever Amal Clooney Women’s Empowerment Award Winner from The…

      June 20, 2022

      Video

      Dr. Mahwish Sharif is the First Hearing Impaired Doctor from Balochistan & an…

      May 31, 2022

      Video

      Candid Conversation with Sania Saeed on Kamli, a film by Sarmad Khoosat

      May 24, 2022

      Video

      Indian Filmmaker Alankrita Shrivastava to Direct Film on Pakistani Social Media Star Qandeel…

      May 18, 2022