Islamic fashion is on the rise and Khaadi knows it
It’s that time of the year again; when the world turns holier-than-thou, the bearded clergy become TV’s favorite rockstars and starlets trade in their risqué off-shoulder gowns for a beatific dupatta, draped decorously over the head as they host religious shows where they talk ‘holy’ before stepping into game-show mode and giving out an unbelievable number of motorbikes and cars to a voracious audience.
Khaadi, as Pakistan’s biggest high-street heavyweight, understands this and quickly latching onto the market, it’s chosen Ramazan to adroitly go ‘traditional’. In its latest ad campaign, a video and still images floated out primarily on social media, the brand depicts different ways of wrapping Khaadi’s range of digitally-printed and hand-woven scarves on the head.
These are scarves that have always been available at Khaadi stores but the reinvention gives them an all-new look.
In the video, the model, Mahnoor, styles the scarves into variations of the hijab and then, she poses in a few versions of the modern turban. Launched right on time, it is bound to appeal to a large contingent of Pakistani women who cover their heads.
Saira Shamoon, Head of Design at Khaadi, explains, “Islamic fashion is in trend and a lot of young people are covering their heads. We are simply showing alternative ways of wearing the headscarf, looking modest and trendy at the same time.”
Of course, even prior to this campaign, Khaadi has always been a brand with a strong leaning towards the traditional. The Khaadi Khaas showcases at fashion weeks may have their sultry, glamorous moments but step into any Khaadi store and you’ll see clothes that follow more conventional lines.