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Updated 24 Sep, 2019

After Generation, it now seems Elan has also misread what it means to be an accessible and "affordable" brand.

On Sunday night, Elan's creative director Khadijah Shah shared the upcoming launch of a new collection named Tresor (that's French for 'treasure') priced at an "affordable" Rs18,000-20,000. According to the brand's Instagram posts, the price tag goes up another Rs10,000 if you get it stitched.

People on Twitter put Shah on blast for her pitch, considering the price point.

Going deeper, some pointed out that this product exists at this particular price point because there is a demand and willingness to pay

Not to mention production costs and simply the fact that Elan generally caters to a niche, luxury market.

But is an unstitched outfit really worth it for this much?

Others thanked the brand for coming up with the new line.

Comments

Sheraz Khalid Sep 23, 2019 05:52pm
Elite!!
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UMAIR Sep 23, 2019 06:52pm
Why make a fuss on twitter. You think it is worth the price go on buy it. You think it is not just don't buy it
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Umar Bin Ayaz Sep 23, 2019 07:00pm
Brands capitalising on inflation. And thats a pitfall as well, they are gonna lose sales. Why dont we regulate our markets?
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Scott Sep 23, 2019 08:46pm
Pakistan....the land of haves and have not. Sure stupid enough and rich enough to spend that kinda dough on an outfit where rest of the populace suffers for bare essentials.
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Reborn Sep 23, 2019 10:20pm
It's for rich people to wear and the poor to envy. Capitalism 101.
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Ali Sep 24, 2019 05:29am
These fashion elite live in a bubble and don’t really know (want to know) about the society they live in large. Just making money here from Pakistan, partying, shopping, vacations, schooling, rest each and everything they do abroad. They are just here to make money so that they can happily live in other countries.
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Tamza Sep 24, 2019 10:35am
There needs to be a progressive GST scale for such business. Each invoice over Pkr 5000 taxed at x%, portion between 5-10k at 1.1x % etc. Soak them - because these are the same folks using excessive resources and draining national ‘wealth’
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nooru52 Sep 24, 2019 01:02pm
how 20,000 is affordable
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