Lawn season has officially commenced and already we have been hit with

Sold-out collections,

A marketing nightmare,

And a whole lottttta prints.

Well in my opinion – ENOUGH IS ENOUGH.

The craze of lawn in Pakistan has always been ridiculous. We’ve got sold out sales, customers waiting in line in the heat for HOURS and not to mention millions of rupees spent on campaigns that most of the time, quite frankly, make no sense.

Not only do most of the clothes look exactly alike, they are priced at a huge value.

In case everyone has forgotten, we live in the land of skilled Darzis, exceptional Kaam wala’s and embroidery masters. The treasures of Markets like Liberty and Anarkali are available to us at our fingertips, something we have seemed to completely forgotten.

Which is usually fine, since it makes all the aunties go^.

Yes, buying ready-made outfits may be more convenient, but really, at what cost? Customers stay up all night to place their orders on ‘unique’ outfits that will ultimately be on every woman in this country.

And okay, to play devil’s advocate, yes, I understand the appeal. Up until this season, I was just the same as everyone else. Excited about the new prints, the new cuts, the new (in hindsight: questionable) shalwars. Lawn season is a huge part of our fashion industry. It clearly is not going anywhere.

However, fashion is about channeling your own personality in what you wear

Since when did we, ahem, since when have we ALLOWED it to be stripped of that magic? As Pakistanis, we have a number of ways to show our individuality, so why oh, why do we choose to ignore that?

I do want to make it clear to everyone reading this that I am not imposing my beliefs upon anyone. What I do hope to do, is purge you enough to ask yourselves what are you really doing by oohing and aahing at these outfits for.

However, as a 23-year-old working woman in Pakistan, I am putting my foot down.

I am no longer interested in stalking Instagram accounts and counting the minutes until I can get my hands on the latest Sana Safinaz or Elan or XYZ. 

I am no longer impressed by the empty marketing designers spend millions of rupees on.

I am no longer impressed by the ‘unique’ prints somehow every designer has.

I am no longer impressed by Lawn.

Are you sick of lawn? Do you want something new? What do you think? Let us know in the comments below! Love you.

This Pakistani Fashion Brand’s Inclusive Campaign Will Definitely Make You Wish Other Brands Learn From Them

After a Huge Shitstorm, Sana Safinaz Responds to Their Racist Campaign But Are You Buying?

Cover photo source: Showman Productions