May I inform you that ‘lawn’ is the fabric worn in summers in Pakistan. It is extremely hot and no other fabric gives the comfort of lawn and that is the reason we love lawn and its lovely prints too. Now the designer lawn has invaded our markets and households…
These Lawn brands are taking turns on light poles and bill boards since February 2012 and looking at them anybody can tell that the most booming business here is Designer Lawn. It is still spring in Islamabad and all the lawn exhibitions have taken place from Mausummery, Umer Sayeed, Asif jofa, Sobia Nazir, Yahsir Waheed and Nishat (to name just a few) to old players like Gul Ahmed and Al karam.
This year the craze has shifted from consumers to the producers, we, the buyers are not as eager as the sellers are. I was put off by the lawn exhibitions starting in February one after the other. Being an enthusiastic visitor of lawn exhibitions for years,( some of you may know by my blog posts in the past but) this time I missed all the exhibitions. Its not only the flood of lawn prints that spoiled the show but there are a few other reasons too.
Firstly there is no significant change in the style and prints as compared to the last year but the prices have sky rocketed. How can the consumers with their budgets squeezed, due to mounting prices of everything from utility bills to eatables, buy designer lawn when a suits’ price starts from Rs 2500 to maybe around Rs 6000!!!! The upper limit of Rs 6000 is the kitchen budget for half of our population for a month __ a sad discrimination which widens the gap between the haves and have-nots by miles.
Secondly in Islamabad when only two or three exhibitions were held during summer the halls used to be teeming with people but now there is an exhibition every week and some of the brands have like Pareesa, Sobia Nazir, Gul Ahmed, Kayseria have their outlets in Islamabad. Plus the shop keepers have eyed the opportunity and are keeping stocks of all brands. Customers can compare different products and have the thinking time too. The designer brands do not have much to lose their stock is being bought anyways and they do not have to pay the cost of running an outlet in Islamabad. The shopkeepers are also taking their chunk of profit from already over priced lawn suits. That leaves us with over priced, monotonous and ordinary summer wear which will not last for next year. Is this a worthy investment when last year’s clothes are still lying in the cupboards. I do not anyway mean that I am not fond of these lovely prints and designs but we need to draw a line somewhere. so…
I refuse to participate in this rat race of who is wearing who and which year’s collection because there is no end it! And you can compare how different is last years collections from 2012 collection…
A few examples:
Sobia Nazir 2011
Sobia nazir 2012