Khadija Shah of Élan just got trolled for she made an affordable clothing line priced at 20,000 rupees
Fashion enthusiasts are familiar with how magical Élan really is as a brand that defines fashion in Pakistan. Every dress that comes out of them is gorgeous AF. But we all also know that those dresses are for a specific price point. Unfortunately it seems that people just can’t come to terms with the idea of watching their pocket.
Recently, Khadija Shah of Élan just triggered a whole bunch of people by saying her new clothes priced at Rs. 18 to 20,ooo/- were “affordable”
So a lot of people following me give me grief for Élan being unaffordable. I thought I’d share our newest collection Tresor with you guys! It’s an unstitched wedding season collection. Beautifully hand embellished and quintessentialy elan priced just between 18-20k pic.twitter.com/5G8cUDNzJ4
— khadijah shah (@khadijah_shah) September 22, 2019
Just 18k-20k. JUST… just? kind of a paradox, no?
People were obviously shook by this statement
'18-20k' is affordable?? AFFORDABLE??????? I- https://t.co/0eiEzIBWx6
— Ahaz Makhdoom اَحز (@ABSMakhdoom) September 23, 2019
Did she just say unstitched 18-20k is affordable https://t.co/GObruDwZkD
— 🌙 (@Mahnxr) September 23, 2019
— Sana Afridi (@afridi792) September 22, 2019
Some people (rightfully?) felt mocked at
Are we being trolled or what? 😂 https://t.co/dTvCwz73rz
— Sooraj Mukhi 🌈🌻 (@CorporateMarasi) September 22, 2019
For some of us 18k-20k is actually our monthly income and you are talking about this amount of money being reasonable for a single dress???? Smh https://t.co/0zDlHl67wA
— Hareem. (@LeftHoJao) September 23, 2019
— Aaam Aaadmi (@NayaPaki) September 22, 2019
— F (@FiaHussain) September 22, 2019
Others talked about how genuinely problematic and classist her statement is
The day the laborers and craftsmen making these “beautifully hand embellished” collections can THINK of affording them, is the day you will have successfully stepped out of your privileged bubble https://t.co/c5j3uU2qjP
— ساHর (@ajeebSi) September 23, 2019
It's not the price that bothers me now, to be honest. After giving a considerable thought, I think if the labourers are fairly* compensated for such a commodity, the price is fair. https://t.co/w3MfXZF4Oo
— Zafaryab (@NotZafaryab) September 23, 2019
I respect the fact that you run almost three renowned and highly successful Pakistani clothing brands i.e. Elan, Zaha and also Sapphire. More power to you! But Im sorry to break this to you, categorizing 18k-20k "affordable" is just blatant insensitivity and ignorance https://t.co/j7vz1OYboW
— the misandrist next door (@amnaaww) September 22, 2019
I'm sure half of the population in Pakistan would feel so good to know that your brand is affordable if they don't use a single penny from the minimum wage that they earn every month.
The new collection really looks like something to die for. https://t.co/lSiipneWKh
— Javaria (@JavariaWaseem) September 22, 2019
On her part, Khadija Shah tried to reason with those calling her out that her brand costs this much because cost of raw materials has increased drastically
I’m sorry, because of the rupee depreciating silks which are imported have doubled in price. Local manufacturers should look into developing good quality silks. I’ll be the first to buy them. It’s difficult to offer the price you’ve recommended with expensive raw material.
— khadijah shah (@khadijah_shah) September 22, 2019
So people advised her to not try and make her high end brand appear awaami because it’s just not and there’s nothing wrong with being honest and forthright
If you want to make a high end brand, do it and do it unapologetically. Don't make these futile attempts at making your brand 'affordable' because 18K + is still isn't affordable.
That or make a genuine effort to make it more economical. https://t.co/FSukJyViVa
— Arslan 🏳️🌈 (@ArslanArsuArsi) September 23, 2019
Many people also pointed out that the choice of words by Khadija Shah also matters in the given context
Saying “just” 18 to 20,000 is affordable when the majority of the population is making it hard to make ends meet shows how divorced by realities someone can be.
Writing "just" before 18-20K for a dress reeks of elitism. https://t.co/PnqoKSl90u
— 𝘙𝘪𝘻𝘸𝘢𝘯 (@ChupShaa) September 23, 2019
Lets highlight "JUST" https://t.co/iudK3O9vIt
— Sadia A. (@DrSadiaA) September 22, 2019
Just between 18-20k 🙂 https://t.co/CHAOcz1seg
— Farheen Ale Syed (@farheenalesyed) September 23, 2019
Seriously though, this tweet is a Major Mood
Itna sasta😭😭 only 18k-20k yaaar yeh tou free me e derhe hen blkl😒 thra tou mehenga kren please https://t.co/lNlrlJzj8q
— PANIC! AT THE DISCO AND IN MY LIFE🧛🏻 (@Mugwump007) September 22, 2019
The new collection may be beautiful, but maybe it’s time Pakistani brands realized that it’s okay if you’re the type of brand that’s not very everyone. You don’t need to be apologetic or defensive about it as long as you’re respectful toward people who may not feel welcome by the brand.
What do you think about the trolling that Élan is getting?
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Cover image via: @khadija_shah via Twitter / somethinghaute.com