Zainab Salman's new campaign Pyaare Baba is a tribute to fathers who 'raised beautiful, strong daughters'

Zainab Salman's new campaign Pyaare Baba is a tribute to fathers who 'raised beautiful, strong daughters'

The designer chose a very personal theme, saying she wants to connect with people through their emotions.
16 May, 2022

Designer Zainab Salman is using her art form to tell her father things she hasn't been able to say to him her whole life but his may not be the only heart she touches.

A tribute to all fathers who've raised strong daughters, the campaign aims to connect with the designer's community, encourage growth by sharing something very close to her heart and shake the status quo in fashion.

"My dad never said much. I don’t recall a time when I could say ‘I love you’ to him because it was always a very formal relationship. Through this campaign [Pyaare Baba] that I have addressed to him, I want to say all those things to him that I could never say," she captioned the post.

"There is a sense of grief yet a sigh of relief for finally I could express my love for him in words and in my work Pyaare Baba — it’s what I’ve been meaning to say all my life," she added.

"A tribute to all the fathers who have raised beautiful, strong daughters. Dedicating this campaign to my father," the designer opened up with this message before revealing the campaign. The video features model Zara Peerzada in a grand ensemble as she pens a letter to her father that becomes the narration for the clip.

Salman said the campaign consists of a formal collection that has "adapted to traditional techniques and silhouettes amalgamated with contemporary aesthetic. It is sophisticated hence giving a fresh perspective to formal wear." She said the collection itself is a series of delicate fabrics with beautiful embroidery consisting of sequins and crystals all over. "The pastel, dazzling lehngas are a sight for sore eyes," she said.

When asked why she dedicated this campaign to her father, she revealed that she's always had a very formal relationship with her father. "He never said much. I don’t recall a time when I could actually say to him 'ke mai aap se bohat mohabbat karti hoon [that I love you very much]' or even a simple I love you. I was always so intimidated by him!

"It wasn’t until last year that we almost lost him and I realised how madly I love him and how I have come so far in this journey just because of his constant yet quiet support."

The designer admitted that these are the words she can't say to him till this day which is why she chose to tell him through her campaign Pyaare Baba because she's aware he watches every single campaign of hers.

Salman's inspiration behind this campaign was the desire for her brand to "break the status quo and build a brand that’s more than just fashion". According to her, her fashion label is stressing upon community growth through people and their emotions. "Hence I wanted to bring my personal relationship with my father [to be brought] forward through this campaign," she said.

Talking about her journey, the designer shared that she has had her ups and downs but with every bump, she grew and hopes to keep growing, both in her personal and professional life.

Future plans for Salman include breaking stereotypes of fashion, redefining rules of fashion to make it more accessible.


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Raja Rental May 16, 2022 06:41pm
There should also be tribute called Pyaari Mama. Just to make things equal.
Truth be told May 16, 2022 07:41pm
Fathers who raised "beautiful strong daughters". How many will qualify based on this very selected choice of words. I am confused?
asif kidwai May 16, 2022 07:48pm
How about raising strong daughters without beautiful, as beauty is in the eye of the beholder. We need to start presenting women for their abilities and strength and not for the beauty. It is contrary to Islamic teaching and pro hindu culture.
SS May 16, 2022 09:19pm
So if she is an ugly daughter, forget about a tribute. You failed, dad!
Ahmed May 16, 2022 10:53pm
We should pay tribute to all fathers who worked hard and faced all hardships to raise their daughters and sons and meet all their kids needs even if it came at the cost of their own needs and wishes.
time_travel May 16, 2022 11:32pm
Good show
AAJ May 17, 2022 01:54am
@asif - great point.
Tas May 17, 2022 02:20am
"Beautiful" is not necessarily physical! A father should be saluted for bringing up beautiful, strong daughters! A daughter who has her father's backing is a fortunate girl !
Douglas May 17, 2022 04:51am
@Truth be told they really raised something else
Azra Ansari May 17, 2022 06:33am
This tribute could be more meaningful, if an average looking girl in a humble background expressing her love for her father. This attempt by Zainab Salman is focused more on her beauty and on the affluent background. We need to project our middle class and lower middle more as their struggles are more and their struggles need recognition on all fronts.
El Cid May 17, 2022 07:52am
What an extraordinarily beautiful loving depiction of the father daughter relationship in that photo!
Ma May 17, 2022 08:48am
What about the pyare aba who cannot afford the expensive clothing that you represent? How would you include them?
TPA May 17, 2022 09:19am
@asif kidwai Are you mad?
Alishba May 17, 2022 11:01am
@asif kidwai You know nothing about dharma culture. In hinduism soul matters, not the external body beauty or features. Materialism is shunned in it.
Rehana Bounse May 18, 2022 09:48am
@asif kidwai beautiful means many things not just physical so beautiful, strong , independent, loving, loyal , kind, caring & many more relevant words. Father / daughter relationship is a league of its own . Fathers are daughters’ heroes who will do anything for their princesses. A very unique relationship
Seema Durani May 19, 2022 06:42pm
@asif kidwai I can’t agree more on this. Why are we insulting our women by portraying them as beautiful creatures. Why an average looking girl cannot express the same emotions in a lower class background.