This Anti-Dowry Campaign By Pak Designer Is The Most Powerful Reflection Of Our Ugly Society

Recently, a Pakistani fashion designer collaborated with the United Nations Entity for Gender Equality and the Empowerment of Women Pakistan on a hard-hitting campaign against the regressive tradition of dowry. And, this campaign has sparked a debate on social media.

According to the news website, Daily Pakistan, the fashion designer, Mr. Xeeshan highlighted the ugly reality of our modern society, which still promotes the age-old regressive practice of dowry. Through his latest collection ‘Numaish’, he has tried to urge people to take a pledge against it. The collection was presented at the ‘Pantene HUM Bridal Couture Week 2021’ and developed in collaboration with UN Women Pakistan.

While sharing the striking photos highlighting the burden of dowry, the organization tweeted:

“UN Women Pakistan supports NUMAISH – a pledge against dowry by @ALIXEESHAN,”

As per the reports, the fashion designed aimed to shed light on the ugly fact that families strive hard to save money for daughters’ dowry (Jahez) instead of their education.

In this hard-hitting video, a lehenga-clad young woman is shown as pulling a cart with all her strength. The cart is stacked with a load of heavy things by the bride’s tired parents. When the camera zooms in, it shows the reality of women’s suffering. It shows tears rolling down her cheeks as the husband nonchalantly sits on the pile of dowry.

Though the campaign is hard-hitting and beautiful. Some people found the campaign hypocritical as the fashion designer attempts to convey such an important social message while advertising for his expensive designer outfits. Sadly, the social pressure of buying such heavy and high-priced lehengas also adds to the financial stress families go through during their daughters’ marriages.

In a conversation with BBC, Xeeshan’s chief marketing officer Hafsa Babar remarked,

“Purchasing an expensive wedding ensemble is your own choice. There is no harm in buying one if you can afford it. And when we talk about Ali Xeeshan, then you need to acknowledge that everything he designs is to cater to the demands of a particular market. Every outfit is handmade, and it takes a lot of time and hard work to make even one such outfit. He does not compromise on the quality of the material used either.”

Do let us know what you think about it.