Images

01 Mar, 2021

Ask a curvy woman what shopping in Pakistan feels like and she'll tell you about the lack of options. Variety is for the petite.

It's no surprise then that there is very little representation in the media for women with darker skin tones, older women or anyone who wears clothes larger than a small.

However, Khaadi's latest collection is a step in the right direction and features a plus-size model. The move comes with the reveal of a new pret line alongside a campaign that says #NowOrNever — one that seems to be doing particularly well following the publicity of 'Khaadi x Esra'.

The move is especially praiseworthy since the brand didn't decide to create a separate line for plus-sized women and instead chose to expand the sizing options in its current lines — which now range from six to 18.

Naturally, they received a lot of praise from the public, who thanked the brand for understanding that everyone deserves representation and cute clothes.

Previously, Khaadi owner and founder Shamoon Sultan spoke about all the work that needed to be put in to creating the final product that reaches the public.

“It doesn’t matter what people tell me because I’m always second-guessing myself,” he told Images. “My team and I discuss everything at length and, when something does well, it only challenges me to figure out how I can do it even better next time."

Khaadi isn't the first brand to use plus size models in Pakistan and we hope it's not the last. Representation matters and by featuring a more diverse range of models, brands are reinforcing the idea that everyone deserves to look and feel pretty.

Comments

M. Saeed Mar 01, 2021 02:38pm
Plus size means, we are well fed no regret people.
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Tchala Singh Mar 01, 2021 03:55pm
Why a fat model? Has the society given up? Started embracing failure.?
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MG Mar 01, 2021 04:01pm
There are many plus-size models who are fit, healthy, and curvy too
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SATT Mar 01, 2021 04:01pm
She is not plus size.She is normal size and overweight.Plus size means big body measurements.
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Browngirl Mar 01, 2021 04:07pm
Girls should eat chocolate cakes and KFC fried chicken every day. Yum yum.
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Such Bolta Hoon Mar 01, 2021 04:48pm
Another way to justify obesity. No excuse now.
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Faiz Mar 01, 2021 06:24pm
Great job Khaadi, shalwar kameez nowadays are so loose fitting, they don't show off the women's figure anyways.
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Abdullah Mar 01, 2021 06:28pm
I think this work is very important.every one like this work especially girls and women.mens are used every where.
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Abdullah Mar 01, 2021 06:31pm
Khadi brand are old brand.every on e like this brands.especially girls and women.dress is so unique and differents.her designe are unique
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Asiya Mar 01, 2021 08:46pm
Bulky model ensures that plus size is also available on khaadi.
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jaredlee007 Mar 01, 2021 09:19pm
Khaadi, for business reasons, is promoting obesity. It is as simple as this. The message is, no need to worry about maintaining weight, just spend money and you will get a dress of your (plus) size. Here again ethics go down the drain.
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Farrukh Zaman Kayani Mar 01, 2021 10:53pm
Men as well as women should have a healthy weight. Obesity in any form is unhealthy for oneself and society. These brands have no value and thus minting profits by indirectly promoting unhealthy lifestyle.
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Memon Abdul Mar 02, 2021 05:13am
They get their share of business in Pakistan, the dramas, talk show hosts, cooking show host, all filled with them, don't try to make it a "thing" here... They get enough of the glam and the money... Of course you can't have 10's of them stomping a ramp on fashion show, for the sake of the safety of the ramp of course and the building in which they'd be performing...
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Jahan Ara Mar 02, 2021 06:33am
Those who are criticising they are the ones who have to criticise on everything. Plus size isn’t about promoting obesity but it’s about inclusion. Not everyone is obese by choice, some are by genes and many have other issues. People need to educate themselves.
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SSA Mar 02, 2021 01:14pm
Thats not plus size, that's ++
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Hash Mar 03, 2021 05:14am
@Tchala Singh life is too short, we love diversity- so enjoy
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Hameed Dhirani Mar 05, 2021 07:43pm
Finally, a VERY TRUE PICTURE has been brought forward. Good work Khaddi, hope more to follow. For Naysayers when you go home just look at your own family members and be thankful
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