HSY receives flak for no-price-hike comment for 'overpriced' wedding couture

Ace designer Hassan Sheheryar Yasin recently made headlines for announcing his empathy for his “family-like” customers by promising that his bridal couture will see no price hike despite hyperinflation. He also considered introducing a payment plan for those who need it.

While all of this sounds courteous, the designer-cum-actor was trolled by social media users for acting like a supposed “working class hero” when his target audience is only those who can afford his dresses — price hike or not.

A social media user pointed out the irony and passed a sarcastic comment on his kindness in such tough times with his dresses still priced at “only Rs 0.9 million.”

Another called him “consistently unaffordable.”

With a crown emoji, another user shared how “real” he is by not increasing [price for] his (minimum) Rs 20 lac (2 million) clothes.”

A tweep shared that the designer needs to understand that with his current prices, his current audience will afford his clothes even with an increased price. His couture is not for the working class who’s actually affected.

Last week, HSY took to Instagram with a video to explain his unchanged retail prices. “We consider our customers our family, who have helped us get to where we are today. As a way of giving back, we have decided not to raise our prices despite the tough times that we as a nation have been faced with," read the caption.

Stating his reasons for maintaining his prices, he voice, "Hello! I have always said, whatever I am today is because of my mothers prayers and Pakistan. And Pakistan is currently facing a period of inflation that I want to help you through.”

“Here at HSY, we have always made an effort to make you feel like you are with family. Our mannerisms and behaviors should be such that you never feel like you are with strangers. These are trying times. During weddings you need all the help you can get and so, we want to help you during this period of inflation,” he continued speaking about these increasingly challenging times.

The designer went on to speak about his plans, “Everyone is changing their prices. Obviously operation cost is increasing, material cost is increasing so retail prices are also increasing. We are here to promise you that we will not be changing our retail prices and they will stay the same. In addition, if we can get you a payment plan that can help you, we will be ready to do that.”

HSY ended the video extending his support to the brides-to-be, “In these difficult times, we want to support you. So please, come to HSY and help us help you.”