Fashion market needs more professional regime

Speakers at an interactive session say young people shun the industry due to stigmas

ISLAMABAD: Speakers at an interactive session on ‘fashion modeling today’ remarked that the fashion market of the twin cities of Rawalpindi and Islamabad needs more professional mechanisms, adding that the personnel engaged in the profession need grooming.

They urged the public authorities and academia to focus more on the fashion market especially to engage women to provide them with economic empowerment. This market also needs to follow the decent work environment agenda.

The consultation followed by an audition call was organised by Devcom-Pakistan (Development Communications Network) late Thursday in connection with its 9th National Women at Work Festival. The festival is a flagship thematic advocacy event of Devcom-Pakistan and partners to mark International Women’s Day which is commemorated worldwide on March 8.

Speaking on the occasion, Devcom-Pakistan Director and founder of the festival Munir Ahmed said, “fashion market of the twin cities has the potential to expand its limits but young people are reluctant to become fashion designers and models due to the stigmas attached to the field. The unprofessional norms of the so-called professionals have created many deceptions about the otherwise very lucrative market.”

Talking about the festival objectives, Munir Ahmed said, “We need to recognise, appreciate and celebrate the women's work to inspire more women to become part of the economic productivity. It is aimed at giving more respect to the women engaged in the fields related to marginalised markets and sectors such as culture, showbiz and fashion which are stigmatised in general and for women in particular. We aspire to facilitate the market linkages to the women engaged in folk and traditional crafts and heritage, and to appreciate and recognise the contribution of corporate, government, non-governmental organisations that have played a key role in the women’s economic empowerment.”

Laila Zuberi, a senior TV actress, said, seniors in the field should take up the responsibility of grooming the new entrants and advise them on how they should carry themselves to avoid incidents of exploitation. She said she never met any untoward situation in her entire carrier because she selected the projects carefully. Unfortunately, the fashion and showbiz market is also flooded with the black sheep. Only preventive measures would help young women secure themselves.

Actress Sadia Hyat Rathore said the fashion market can provide a good source of income to women from all segments of society. Women can engage themselves from home-based work to fashion shows and develop their brands. A network of well-groomed professionals can help women’s engagement in this sector.

Nida Abal, a fashion designer and model, said the fashion business is constant struggle to stay innovative and relevant in the market.  Many young women have entered in the business without any basic education and exposure. They are making run of the mill products hence failing to get the market share.

Another fashion designer and model Nimra Khan said social media is the best platform to promote fashion products at the initial stage. Due to a large number of products available on the social media platforms, one has to be creative in making and marketing their products. Most people are also conscious about prices of the items. Reasonable prices and trendy clothes would attract more buyers. 

Published in The Express Tribune, February 23^rd, 2020.