ISLAMABAD: With the arrival of summer, the wind of lawns has also start blowing all over the country and colourful unstitched designer lawn exhibitions have started to grip the attention of female buyers.
According to a report aired by a private news channel, the branded lawn trend has developed its roots and for this reason, many designer lawn exhibitions are being organised every second day in different areas of the country.
A 100 Pakistani textile companies, including top brands are showcasing their products at an exhibition in different cities that is attracting large crowds of women.
“I like Pakistani lawn suits and I have come to buy as many as I can. They are different and make you look and feel special in a gathering,” a customer at a local brand shop said.
“We come across a number of billboards daily, that display designer lawn’s latest collections that are advertised by the best models and actresses of Pakistan today,” said a fashion designer.
“The competition is becoming more intense each year as the demand for lawn is also increasing rapidly because of the protracted hot weather,” fashion designer Huma Anayat said. “More than two-thirds of the lawn market comprises sales of unstitched suits,” she added.
“Every year the competition gets more intense and the demand for the product rises correspondingly,” a buyer, Misba Sheikh said.
“The lawn market has been expanding for the last many years. Every year, sales grow by around a quarter,” designer Huma Ahmad said. She pointed out that rising sales due to creative designs and the massive advertising campaigns have also fed an emerging trend of organised lawn exhibitions, which boost demand for the product. “An average lawn suit of ordinary quality can be available even for around Rs 1,200. If customers want a branded product, the cost will range between Rs 2,500 to Rs 6,500; depending on the quality, design and the name of the brand,” she said.
“Today, as a result of an incessant domestic demand to produce the best lawn has revolutionised the cotton industry resulting in an exponential growth. Pakistan is now globally recognised for the outstanding quality of its lawn,” a working woman Alia Sidiqqui said. “This remarkable evolution of the cotton industry has become an emblem of Pakistani culture and tradition,” she added.
According to a housewife, Javeria Arshad, the lawn fabric is comfortable and easy to wear in summer.
Published in Daily Times, March 29th 2018.