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Fashion designer Faiza Saqlain recently came out with her new collection and there’s something quite different about the way it’s being advertised on social media. People might be appreciative of the designs but the campaign itself has raised eyebrows and tilted heads — what's up with the copywriting?

The collection has been modelled by fan-favourite Syra Yousuf.

"All eyes turn to Sakeena as she makes the grand entrance," read a caption in the campaign, telling the tale of “ ‘Sakeena’ preparing for her book launch.

"Clad in an ethereally elegant choice for the occasion, made after weeks of squabbles with Master Ji, it was finally, absolutely the fit she had always imagined for her book launch," the prose continues. That's not all though, we next get some context for this supposed book, 'Ismat': "Sakeena had combined her literary influences and her own lived experiences to write the story of Ismat, through the character she aimed to empower women and expel the deeply rooted patriarchy in society."

It then goes on about Sakeena and her feat in Urdu literature. All to sell this a teal coloured outfit.

In the following posts, we learn about her aspirations for a political career (or maybe her husband’s?) and that her friend has a theatre play going on, one that Sakeena previously didn't want to go to. And now she also wants a play to be made out of her new book. With this literature came another series of designs, ostensibly the real reason behind the campaign. We had to remind ourselves of this.

Next, we get Sakeena interacting with daylight. Deep.

"Sakeena drew the curtains back and let the rays of sunshine come in. She chose a white shalwar kameez for the day, symbolic of a fresh start."

What great symbolism, can captions win the Nobel Prize for Literature?

Since the campaign first appeared, it has had social media baffled. "What's going on?" users asked each other, looking from side to side as if the answer will appear out of thin air. They wonder, "Who thought this made sense?" as they slowly come to the realisation that their questions may never be answered.

"Yeh konsa wannabe fiction writer inn brands kee copywriting kar raha hai aur konsa author apnee book launch pay valimay waala tyyaaar hota hai? [Who is this wannabe fiction writer copywriting for these brands? And who goes to their book launch dressed like it's their valima?]," inquired a deeply confused social media user.

Writer Saba Imtiaz was struck by the campaign, even wishing for it to never end. Being an author herself, she was appreciative of the nuances of the plot and character development, like Sakeena's husband being supportive of her.

Author Bina Shah confirmed that the story was based on fact. She revealed that her writing habits are not too different from Sakeena’s and she too writes fully dressed up for a wedding.

In fact, Shah went one step further.

This journalist also came forward to confess she prepares her reports in a similar fashion. The more you know.

Perhaps that's why we'll never make it with our a fiction writing careers: we're too busy dressing in potato sacks.

This user was reminded of a military campaign by this post.

This user feels allowing such campaigns to work is not in our collective best interests.

So, what would you like with your fashion collection? The morning paper or excerpts from a novel?