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”
https://twitter.com/khadijah_shah/status/1175801825393618944
Just 18k-20k. JUST… just? kind of a paradox, no?
People were obviously shook by this statement
https://twitter.com/ABSMakhdoom/status/1176035200087859200
https://twitter.com/Mahnxr/status/1176041195132399616
So you think 18-20k is an affordable price for an unstitched dress 😱#wahgwag @elantweets https://t.co/YFQiCp0WmH
— Sana Afridi (@afridi792) September 22, 2019
Some people (rightfully?) felt mocked at
Are we being trolled or what? 😂 https://t.co/dTvCwz73rz
— Shummas (@Shumatrix) September 22, 2019
https://twitter.com/LeftHoJao/status/1176145917713534978
https://twitter.com/NayaPaki/status/1175820821786505217
LOLLLLL HERE’s somethin for all u peasants -elan 2019 #consciousclothing https://t.co/TAwPNw2PDm
— freja.eth (@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
— Hরسا (@DrowningPices) September 23, 2019
https://twitter.com/NotZafaryab/status/1176010031608651776
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
— gregor samsa 🇵🇸 (@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 Waseem (@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
https://twitter.com/khadijah_shah/status/1175854136782393346
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— HelloItMeArSlAn (@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 (@Rizwow) September 23, 2019
Lets highlight "JUST" https://t.co/iudK3O9vIt
— Sadia A 🇵🇰 (@Dr_SadiaAz) September 22, 2019
https://twitter.com/farheenalesyed/status/1175985367297724418
Seriously though, this tweet is a Major Mood
https://twitter.com/Mugwump007/status/1175838694596579337
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
