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Task 1: Concept Mind Maps

In pairs we produced a mind map of each others concept, for our final project, planning and considering how we can explore the following factors:

Research

Experimentation

Sampling

Development 

Production

Personal Reflection/ Evaluation 

Project/ Time Management 

We was asked to write down our narrative on a piece of paper and swap with our partner so we had each others narrative. We then wrote down our ideas that came to mind related to their narrative, in order to help them with new ideas they may not have thought of or knew about. I really enjoyed this task as it helped me learn new facts about the petite world and I was able to complete lots of research. I always loved hearing about my peers narratives and their stories as to why they are focusing on a certain topic. 

My completed research from this task:

Petite models - 

After researching about types of work available for petite models I found out that other than Moss, most petite models do commercial and catalogue work. Models who work in fashion generally work with high street brands specialising in petite clothing. It is very rare for a petite model to find high-fashion work on the catwalk or for designer labels. This is something that I find unfair as your height should not matter. However, petite models are not restricted when finding work. This is due to an increase in brands catering for men and women with smaller frames and shorter legs, petite models are now employed to keep up with this fashion industry demand. 

Successful petite models - 

Models who have refused to obey the stereotypical image associated with top designers, catwalks and campaigns are creating a path for petite models. These inspiring successful models have completely ignored the height restriction demonstrating that a smaller stature is required in the fashion industry. “Successful petite models are making an impact in a tall girls stomping ground, ignoring the confinements set upon them.” 

Twiggy -

A british icon in the sixties and only 5″4. She revolutionised the stereotypical look of the era, starting a new breed of supermodels. Her height is rarely mentioned due to her confident persona that demands attention. She is still the shortest model with such a supermodel status. 

Beautiful dreams - Twiggy records her first single 

Anja Konstantinova - 

Russian-Australian model, her impressive range of work includes, Vogue, Marie Claire, Urban Outfitters and French Connection. At 5″4 her height is not an issue with each shot demanding attention with her striking features, blonde hairs and natural posing instincts. The successful model discovered in a melbourne hair salon has received lots of rejection in her career, but she continues to break boundaries in a predominantly tall industry. 

She explains: “People in Australia don’t accept shorter girls because they are a bit harder to work with, you have to photograph them in a certain way.”

How to make the most of your petite frame - 

Don’t draw attention to your shorter height when interacting with clients and via body language. You will have to work extra hard to get noticed, which means standing tall and learning to highlight your height in photos. Never be caught slouching and be sure to work on poses that lengthen your lines. Good posture and strong stature goes a long way when presenting yourself to an agency meeting and photoshoot. 

Petite models who changed the fashion industry -

Lily-Rose Depp

Lily-Rose made her runway debut with chanel in 2016. She is just 5″3, but that did not stop her from becoming the muse of fashion icon Karl Lagerfeld. 

Amina Blu 

This German/ Pakistani beauty is 5″1 and no stranger to New York Fashion Week. Amina has walked for Kanye West more than 5 times. With her unforgettable looks and signature looks, Amina will keep making headlines. 

The ‘Size 0′ movement

Sizes range from 0-2 which is extra small to 14-16 which is larger. Smaller sizes are usually petites, and larger sizes usually found in womens or plus size departments. 

The size-zero ban is proof fashion industry on finally listening to customers. The use of size zero models has been a fashion industry scandal for many years. France’s top fashion house have committed to stop underage and size zero models from featuring in catwalk shows and advertising campaigns. Owners of brands such as Saint Laurent and Louis Vuitton say they want to persuade others in the industry to follow suit. The industry has long been accused of promoting unhealthy body images of women and ignoring well-documented health problems experienced by models. In 2017, the French government voted through a law requiring models must have a medical certificate confirming they were not dangerously underweight. 

“No model under 16 years will be recruited to take part in fashion shows or photographic sessions representing adults.” Models between 16-18 years will no longer be allowed to work between 11pm and 6am and must be accompanied by a parent or chaperone if required to stay away from home. 

“The wellbeing of our models is a fundamental subject” the statement from LVMH read. 

Mallory Schlossberg - “I’m part of a huge demographic that retailers largely ignore - here’s why it’s so frustrating” 

When reading this article I very much related myself to it, she mentions being reminded of her height near enough everyday, she is 4″11 like me. “There are only a few times when I'm reminded how short I am: when I'm riding the subway and someone pushes right into me because I'm not in his peripheral vision, when I can't reach my kitchen cabinets and hop onto the counter, and when I'm shopping.” 

When she was in high school and college she frequently shopped in the kids section. She mentioned it being impressive to see the selection that’s available for wealthy, stylish kids these days. She is able to wear a lot of designer apparel that are much cheaper than adult prices as kids clothes takes less fabric to make. However, it comes to a point in an adult woman's life where you do not want to shop in kids section anymore, she wanted to wear apparel for women because she is a woman. Adult size small dresses zip up just fine, but they hug in all the wrong places and drag on the ground or are longer fit on her than they’re supposed to be. 

“It's frustrating. How do you shop for clothes and not look like a child in children's clothing — or a child playing dress up in her mother's closet?”

There are retailers that do cater to petite women although the ranges are very limited. 

“Walk into Ann Taylor, Loft (where I buy my jeans), J. Crew, Banana Republic, or a department store, and you'll see selections of petite clothing, often relegated to a small corner with an odd amalgam of apparel, as though the merchandise team is wondering, "who is this petite woman? Is she a mother? Is she frumpy? Is she a decaying 90-year-old? Is she youthful and feisty? Is she too young to show off her curves? Is she a virgin?" The answer  — from a petite woman — is that she is none of the above, and she is all of the above. The petite woman is just like the regular-sized customer...only shorter.”

Retailers seem very confused with how to deal with short women. Topshop and Anthropologie are starting to recognise that short women like to look fashionable too, but the lack of options and concern for petite shoppers is noticeable. The reason as to why there are fewer petite options and not all stores offer apparel for smaller-framed women is because it requires a different design pattern. 

As blogger TanyaTheAnonymousModel wrote on Jezebel:

"For a dress to look the same on a petite woman, a standard size woman and a plus woman — for the hem to hit at the same place on each woman's leg, for the waist to sit at the appropriate height, for the neckline to flatter but not overexpose, for the pockets to be useful, easily reached, and neither too small nor too big — requires, in effect, three totally different paper patterns, each with a separate, and expensive, development process."

The Fashion Institute of Technology in New York City offers a continuing education course in image consulting, combining petite and plus size bodies together as "special size" customers — noting that they make up about a tremendous amount of the population. The course description reads as follows:

"Over 70 million U.S. women fall into the special size category, that 50 % of the population is actually under 5'4", and 65 million women are considered plus size. Designers, patternmakers, retailers, stylists, and image consultants, and wardrobe technicians can all benefit from this in-depth workshop that demystifies the special size business potential. Learn the facts behind the figures with practical information for fulfilling the expectations of the special size customer with proper fit, fashion, and service. Highly recommended for anyone looking to increase sales and services. Interact with our two industry experts as they each tackle the dilemmas facing both the petite and plus-size customer and give concrete directions for satisfying their shopping needs and fashion passions."

An undergraduate course "sketching for fashion designers" mentions that "Large, half-size, petite, and junior-size figures are featured to study proportions used in the industry". Showing petites aren't entirely ignored in design school, they just aren't given equal attention. They're generally not on runways; runways are about aspiration, and who aspires to be 5'2''?

“Petite women have not been celebrated loudly as equals. They have not been given body-positive model icons to speak on their behalf, although we do have Kelly Ripa, Snooki, and Kim Kardashian in our corner. There has not been a call to action. There hasn't been any real vocal repugnance, but instead, there's been a silence and a void, which is too telling. Petite women have been pushed aside, not permitted to speak — much like the children for which many try not to be mistaken.”

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Buy Latest Sana Safinaz Winter Collection 2019

Sana Safinaz is now offering the Very Finest Sana Safinaz Winter Collection 2019 With the prizes. Sana Safinaz 2019 collection will be here with a lot of brand new dresses. Some folks can adjust your life, your lifestyle and your existence.

Sana Safinaz Winter Collection 2019 - A Complete Guide

Sana Safinaz can be a brand that has always dominated the style industry. The pinch of modernity into conventional wear is what has Made Sana Safinaz recognizable. They have always developed using the most advanced and innovative way.

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Sana Safinaz is one of the best and most Well-known brands of Pakistan which is also prevailing now in the middle east. It’s known not only in Pakistan but globally also. In a few decades, it’s gone into its own summit.

Sana Safinaz has some posh attires known to most ladies. Sana Safinaz will be the biggest brand and one of one of the greatest textile businesses. They consistently produce something extraordinary and on-fleek.

However much we are modern and style we want to Be considered somewhat conventional. Sana Safinaz features a vision to become rooted in our grounds. So their attention is really to blend heritage theme with modern attires.

Sana Safinaz is just one of designers who consistently look with Some motive and is tremendously inspirational to all. They indulge colors of phenomena and life for their own wears. Sana Safinaz 2019 winter series has been demonstrated a series stealer.

Going on a shop for the latest Sana Safinaz Winter Collection the best place to buy ladies suits/dresses from Sana Safinaz is PandJ Emporium Mall In the heart if Islamabad the capital territory of Pakistan.

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Sana Safinaz has a deal each year in their collections. Happy enough?

Sana Safinaz Silk Chiffon 2018 Winter Collection restock Your wardrobe for winter newest and chicest’ silk set of country’s one of the very prominent clothing pros,‘Sana Safinaz’.

The newest started their collection less than a week after Another brand’s silk launch nevertheless Sana Safinaz is on lead in designs and even yet in pricing strategies.

History of Sana Safinaz

The newest is operating In Pakistan since 1989 and since then it is but one of the most successful and most loved brands of the united states because they are famous for bringing amazing layouts and fashions for women of every age.

The organization was started by two young girls, Sana Hashwani The brand is among the best brands in the clothing industry in Pakistan.

In 1989, it had been hard for girls to participate in the Workforce or become entrepreneurs or become fashion designers. People felt sorry for women who are employed in the industry.

They both started the firm with a focus on providing haute couture for Pakistani clothing industry but later shifted their business into pret because pret is in sought after in Korean industry.

Initially, there were a couple of tailors with few thousands in their Bag and may never suppose their company will grow and spread in whole of Pakistan. Now both are married and well settled.

In October 2017, it was reported that Pakistan is one of the Countries whose middle income keeps growing speedily. It’s among the 18 largest countries of the world by middle-income number.

It is expected that the Pakistani middle class will continue to grow because their population rises. With that number in your mind, it’s one of the attractive markets in the entire world.

Most of the Pakistani businesses are trying to aim that Middle class and same holds for Sana Safinaz. They shifted from couture to press and made their own clothes cheaper so they are able to increase their sales and therefore revenues.

This allowed their small organization to rise in a small shop with a couple of to 1 of the largest merchant in Pakistan.

Sana Safinaz were criticized recently because of their racist Advertisement campaign during the launching of their lawn collection 2018. People blamed them for using incorrect group Maasai tribe in Kenya being a way of advertising their brand fresh lawn set 2018.

As stated by these People on social networking, Sana Safinaz, projected them as a subservient team. They, nevertheless, issued a statement where they defended their thought and assured They’ve removed controversial images of all models posing with associates of Maasai Tribe in Kenya, Africa.

I hope you like my post about the latest Sana Safinaz 2019collections for more queries kindly ping down in the comment box or visit our social media pages like:

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Aamina Sheikh

Aamina Sheik is one of the most generously compensated entertainer, a model of Pakistan. She is likewise well known universally as representative of "L'Oreal" which is a renowned French corrective brand, sold around the world. She was brought into the world in New York City, USA. her dad was a drug specialist and has their own material business. She got her initial training from Mama Parsi School, Karachi and afterward from American International School, Riyadh, Saudi Arabia. A short time later, she again returned to Karachi and got her O' level and A' level from O and A levels from St Joseph's Convent School, Karachi and The Lyceum, Sri Lanka. Presently she check out film creation and concentrated in movie form video creation from Hampshire College, Amherst, Massachusetts, USA.

Profession Journey

She was begun her profession as an aide at a multi-media organization, Curious Pictures. Nonetheless, her showbiz vocation began as a design model in the Pakistani showbiz industry. In any case, she procures global prominence after her work as representative of L'Oreal. She likewise made her acting presentation as a main entertainer in a telefilm named a "Baarish Mein Deewar" in 2008 interestingly. This was the socio-political comic telefilm, featuring with Mohib Mirza. After the ubiquity in the "Baarish Mein Deewar, around the same time, she likewise depicted in "Aasmaan Chu La". In this film, she assumes the part of a cart driver who brought in cash to help her family. This film was delivered by Syed Ali Reza.

Following the years, Amina likewise showed up in one more heartfelt dramatization "Daam" featured with Sanam Bloch and Adeel Hussain in 2010, circulated on the ARY Digital. This show telefilm recounts an account of two dearest companions of an alternate class. Amina assumed the part of a young lady who had a place with the high society family while Sanam Baloch had a place with a lower-class family. After that Amina depicted consecutive in numerous heartfelt shows of TV. She likewise showed up in the honor winning change dramatization sequential of a similar name, "Armaan" featured with Fawad Khan in 2013. This dramatization recounts an account of an oppressed young lady, Zarnaab who lived with her stepmother and stepsister.

She later wide perceived to assume the main parts in numerous dramatization serials, including:

1. 2008 Wilco Megha PTV Home

2. Qisson Ki Chadar

3. Mera Naam Hai Muhabbat

4. Boltay Afsanay Razia

5. 2009 Dil-e-Nadan

6. Agar Tum Na Hotay

7. Qisson Ki Chadar

8. 2010 Haal-e-Dil

9. Daam Maliha

10. Saleena Bushra ATV

11. Tere Liye Simran ARY Digital

12. Ishq Gumshuda Neha Hum TV

13. Murmur Tum

14. Uraan

15. Mera Saaein

16. Principle Abdul Qadir Hoon

17. 2011 Maat

18. Umm-e-Kulsoom

19. Kuch Kami Si Hai

20. Mora Piya

21. Ek Hatheli Pe Hina Ek Hatheli Pe Lahoo

22. 2012 Mera Saaein 2

23. 2013 Mirat Ul Uroos

24. Silvatein

25. Kitni Girhain Baaki Hain

26. Kuch Is Tarah

27. 2014-2015 Jackson Heights

28. 2016 Pakeezah

29. 2017-Present Khudgarz

30. 2018–Present Nibah

Aamina Shaikh telefilm:

1. 2007 Gurmuch Singh ki Waseeyat

2. 2008 Baarish Mein Deewar

3. Waapsi

4. 2009 Bibi Jee

5. Aik Jaise Khuwab

6. Yeh Bakra Nahi Chalega

7. 2010 Mera Mian Bolay Maen

8. 2011 Bhaag Aamina Bhaag

9. 2014 Kanebaaz

10. 2011 Arrange Shadi Ki Love Story

Furthermore, she additionally made her presentation on a big screen. She acted in the social film named "Seedlings" in 2012 which was a film industry hit film. This film is about the tale of a glad couple who unintentionally leaves from one another and their life is changed until the end of time.

In the following year, she featured in the Pakistani thrill ride secret film "Josh: Independence Through Unity", with Mohib Mirza and Khalid Malik. Aamina Shaikh acting the job of a teacher what nanny's identity is mysteriously vanished. She got an honor and business accomplishment after this film. Sheik was generally adulated for her part in another film "Activity 21" with Shaan Shahid. It is the main government operative activity thrill ride film of Pakistan and Aamina won the honor likewise for this film in 2015. The film spins around an activity of 21 hours to save the two nations (Afghanistan and Pakistan) from disturbance.

She has accomplished print work for different popular publicizing organizations, like Deepak Perwani, Amir Adnan, Nomi Ansari, Niche Lifestyle, Khaadi, Teejays, The Men's Store, Fahad Hussayn, Hang Ten, Maheen Khan, Umbereen Sharmeen, Chinyere, Crossroads and Limited Edition. She has likewise worked with the most famous Bollywood Pakistani artist Atif Aslam in the photoshoot for Niche Lifestyle. Sheik has additionally debut runaway in a manner show with Rehana Saigol in 2014. She gets an opportunity to join the Pakistani Academy Selection Committee in 2015.

Accomplishments

The Super Model has gotten four Lux Style Awards from 9 selections and numerous public and worldwide honors. Lux Style Award for Best Model was won without anyone else in light of the fact that she is considered as one of the top models of Pakistan. Sheik was additionally granted on the first Veet Celebration of Beauty Awards and she got the Miss Photogenic Award. She additionally won the Lux Style Award for the best dress female twice in his life.

She has additionally gotten the Lux Style Award for Best Emerging Talent because of her super hit execution in the Geo TV show series "Dil e Nadan" in 2009, Tarang Housefull Award for the best on-screen couple with Fawad Alam for "Armaan" in 2013 and Galaxy Lollywood Award for best supporting entertainer in "Activity 21".

Because of her film industry hit film debut in "Seedlings" she has won a public and two worldwide honors, including the Lux Style Award for Best Film Actress, New York Film Festival Award for best execution by an entertainer and SAARC Film Festival Award for best entertainer in a main job.

Shaikh has likewise gotten two honors and one designation for the best entertainer for the value applauding acting in the film "Josh: Independence Through Unity" in 2013 and 2014. One is the Silent River Film Festival, one more was Pakistan Media Award and selections at the Lux Style Awards.

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50 Pakistani Dresses Designs Collection for Girls 2017

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Stylentips.com is presenting new Pakistani Eid dresses collection 2017 for girls and kids. These designs are for those girls who are passionate about latest fashion trends. Now a day everyone is thinking that Eid is coming and 28 days are remaining. So what should they wear on that special day?  We have made some outstanding, stylish and beautiful looking dresses for Eid-ul-Fitr

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Destined to Illuminate – Designer Jewelry Collection Fall 17

The wedding season has almost started and people from all over the world are looking for the best designer jewelry and dresses. Everyone wants to look stunning and classy by wearing the contemporary jewelry of modern era. When it comes to Designer Jewelry, the first name that rings in our minds is Hamna Amir Designer Jewelry. 

Hamna Amir is a standout amongst the most acclaimed Designer Jewelry brands around the world. It has set a new benchmark for designer jewelry with its fantastic and most promising collection complemented by clinical workmanship. With its new Designer Jewelry 2017, the brand has simply amazed its customers with authentic gemstone work and mesmerizing designs.

Pakistani Designer Jewelry

Hamna Amir has been in the designer jewelry business for more than seven years. The extensive experience has made this brand a stand-out performer among others. The designs of Hamna Amir Designer Jewelry truly give exposure to our traditions and illustrates the passion it has for Pakistani Jewelry. The designer says it’s a devotion not just another jewelry business for her. This is the only reason that Designer Jewelry by Hamna Amir never ceases to amaze its customers with some of the most distinguished and celebrated designs of 2017.

Its time redefine elegance and grace by wearing one of the most exquisite and glamorous Designer Jewelry set by Hamna Amir Designer Jewelry. Hamna Amir Designer Jewelry has now made it easy for brides-to-be to shop the true personification of beauty and glamour. Shop for your favorite Designer Jewelry for Women this season at our online store.

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Designer Bridals Bangles and Bracelets Set

Bridals Set is something without which any wedding function is incomplete. Trendy new designs with top-notch finish can describe our new collection in the Earrings section. Gold plated tops with emerald, beads, and pearls define a tale of traditions. Our designer Jewelry has got the most promising designs of Fall 2017 with magnificent detailing and world-class craftsmanship. Hamna Amir designer jewelry is a place where you can Buy Earrings Online with pride because we provide our auspicious customers with superior quality products and phenomenal designs.

Engagement Rings for Women

Our store and online shop are equipped with the most versatile jewelry products. The arms of a bride are decorated and equipped with beautiful bangles. Bangles are one of the most worn feminine jewelry in sub-continent. These are our traditional ornaments and Hamna Amir has a distinguished approach towards designing the dream karra or bracelet of females. Kundan and Gold plated Karra or bracelets are gracefully equipped with Zircon, Rubies, and pearls to generate the mesmerizing and jaw-dropping designs in the Bangles section. You can shop the finest Pakistani Bangles Online at our online store where some trendy and some wish-list worthy bangles are waiting for you.

Rings brings the bling in a perfectly dressed and jeweled-up look for a wedding. Hamna Amir has created some of the most cherished and highly acclaimed Rings Jewelry in the world. Classic beauty hides within the latest rings collection, polka or sterling silver rings are furnished with Zircon and other tempting stones in eminent ways with attention to detail approach. Hamna Amir designer rings collection has always been the prestigious part of the whole concept store. A wide range of rings is available which includes wedding rings, formal rings and Engagement Rings for your everyday needs. You can purchase your favorite ring by visiting our flagship store or by shopping online from our website.

Designer Pendant Sets

Elegance and grace depict the new Designer Pendant sets collection at Hamna Amir. Pendant sets are exclusively designed by using the highest quality material. Emeralds, Zircon, and Rubies in combination with pure Gold or Silver give you all the positive vibes you’d ever need. The designer has combined Feroza and pearls in an astonishing way by using different color palettes and classic craftsmanship to give you a jewelry masterpiece.

Hamna Amir has also combined Islamic Calligraphy with her jewelry collection in a marvelous and miraculous way. The Calligraphy Jewelry includes her masterclass products like rings, necklaces, pendants, and lockets. It is time to surround yourself in the blessings of Almighty by wearing these honorable jewelry monuments. The calligraphy is purely meant to bring you inner satisfaction and peace. It gives you the feeling of being loved by your Creator. You can give yourself soul satisfaction by wearing these beautiful jewelry masterpieces. Get your favorite Calligraphy jewelry at our online store.

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Cross Stitch Cambric Collection 2017

Cambric Digital Printed

Once again most Prominent Pakistani fashion brand Cross Stitch has introduced another winter collection for upcoming chilly season 2017, now this time this brand present Monsoon Cambric Fall/ Winter Collection 2017 for women, with amazing prints, styles and embellish with exceptional embroidery patches end excellent colors combination. You may Also Interested in Cross Stitch Cambric Autumn Winter Collection 2017; Cross Stitch is among those Pakistan fashion brands who’s offers not only luxury dress with most up-to-date trends and inclination but also in affordable price, that is why majority of Pakistani women prefer to Al Cross Stitch collection on every season, festive and events celebrations.

Unstitched Camric Collection

Getting their well-designed, luxurious and comfortable grace to the table, Cross-stitch Unstitched Cambric Collection takes a celebration of femininity this fall in its attractive and adroitly detailed cambric collection. The collection takes a delighted leap towards the coming season with well-dressed florals interwove with comfortable accents of antique lace and cross stitch embroidery and cultural designs. Available in 12 designs comprising of two-colorways including of palatable pastels of powdery Black, mint and sea greens, pinks and purples adding further glamour to this attractive autumn cambric collection. The Cross Stitch Cambric collection will be available in two piece suits including; cambric with silk dupattas, cambric with chiffon dupattas and cambric with voile dupattas, Cross stitch Unstitched Cambric Collection will have 11 embroidered 9 unembroidered designs.

Cross Stitch Unstitched Cambric Dresses are now out and looking Really good. The tow-piece Dresses comprises of embroidered shirts, printed chiffon dupattas and simple pants.

Cambric Fall/ Winter Collection

Check out some of the prints from Cross Stitch Unstitched Cambric Collection. The unstitched collection allows you to convert the outfits to your liking. The way you like you get it stitched. . The collection is available through Cross Stitch Website and their stores across the nation

The Cross Stitch Latest collection has two volumes, one is inspired by English Floras and the other by Traditional Persian patterns with a mix of baroque elements and colorful embroideries.

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Winner Spotlight: “The Bridal Uniform” by UN Women & BBDO Pakistan

November 14, 2019

2019 Effie Awards Pakistan GRAND EFFIE

Child marriage threatens the education and safety of thousands of girls every year. In Pakistan, activists had been long campaigning to outlaw the practice.  

In 2017, UN Women (The United Nations Entity for Gender Equality and the Empowerment of Women) set out to call lawmakers to action. Partnering with BBDO Pakistan, they organized a surprise takeover at Bridal Couture Week, one of Pakistan’s biggest annual events, to debut “The Bridal Uniform.” 

“The Bridal Uniform” propelled the issue of child marriage to headlines and reignited the national debate. The work earned the Grand Effie in the inaugural Effie Awards Pakistan competition in 2019, and took home Silver at the 2019 APAC Effies (regional) in the Positive Change: Social Good – Non-Profit category.

Read on to hear from Jamshed M. Kazi, former UN Women Country Representative to Pakistan, and Ali Rez, Regional Executive Creative Director, Middle East and Pakistan at BBDO Pakistan, for more insight on this Effie-winning work.

Effie: What were your objectives for “The Bridal Uniform”?

JK: 21% of girls in Pakistan are married before the age of 18 and 3% are married before the age of 15. Apart from the adverse impacts this has on their health, education, rights, and overall well-being, it is estimated that ending this practice could lead to a $US 6 billion increase in national income. The issue of child marriage has been well documented and many international and national development actors have been working relentlessly for many years to bring about positive change. 

The main objective of the campaign was to spark a conversation among a wider audience, especially influencers and policy makers who would normally not be familiar with or have been advocates supporting the cause of ending child marriage. Marriage is a momentous occasion in any person’s life and it ought to be celebrated, as it typically is in Pakistan with fanfare and ceremony, but it was important for people to recognize that not all brides (or grooms for that matter) ought to be celebrated, especially if this comes at the price of depriving them of their right to health, education, and livelihood opportunities.

Effie: What was the strategic insight that led to your big idea? 

AR: Data shows that education can be one of the most powerful tools to help girls avoid child marriages, and fulfill their potential. The longer a girl stays in school, the less likely she is to be married before the age of 18 and have children during her teenage years. We used this strategic angle to build our idea.

The insight came from the typical Pakistani bride herself, who traditionally wears an elaborate wedding outfit — bright, colorful, heavily embroidered dresses with flashy jewelry. Every year, the Pakistani bridal-wear fashion industry hosts large events in which new styles are revealed by big name designers. Dresses sometimes sell for millions of rupees. These shows are typically attended by local celebrities and have extensive media coverage.

There is an incredible amount of attention given to the outfit a bride will wear to her wedding, and it takes up most of the conversation in marriage planning, in every demographic in Pakistan. One could say that the bridal gown in itself is treated as a uniform for a bride. We took this insight and connected it to the other uniform that a young girl wears, one that is positive for her life: the school uniform.

Effie: How did you bring “The Bridal Uniform” to life?

AR: In collaboration with the nation's best known bridal-wear artist Ali Xeeshan, we meticulously designed a new kind of a bridal outfit — one that symbolises the trade-off that takes place when a girl is married young and is deprived of her right to an education.

“The Bridal Uniform” had been crafted by merging traditional Pakistani wedding outfit embroidery patterns with a schoolgirl's uniform.

We then hijacked the platform of the country’s biggest bridal fashion show evening: the Bridal Couture Week. As the showstopper of the night, amidst bejeweled adult brides in elaborate gowns, and with the nation's top fashion bloggers recording, out walked on the ramp a little girl wearing a Pakistani schoolgirl's uniform embellished with beautiful traditional bridal motifs. The irony in the piece was unmistakable.

An online petition was launched to advocate a change in law in order to protect young girls, all in an effort to reach lawmakers in the government. 

Effie: How did you know the work worked? What was the most significant or surprising result of the effort? 

JK: The pre-adolescent girl model who ‘gate crashed’ one of Pakistan’s most well attended and high-profile bridal fashion shows, adorned in jewelry and wearing her school uniform along with other glamour models on the ramp, very quickly became mainstream news, both nationally and internationally. In part, this re-ignited a discussion within the National Assembly (parliament) of Pakistan where UN Women assisted in crafting new legislation inspired by best practices from other predominantly Islamic countries where laws have already been passed to outlaw child marriages. If passed, the law will apply nationwide and will be a big win for the women and girls of Pakistan. At present, only the province of Sindh has passed a law where the minimum age of marriage for girls is 18.

Effie: What was the biggest learning(s) you took away from this effort?

AR: We realised that in order to have an effective and memorable impact on the audience, we must deliver our message to them when they are least expecting it, and do it in a way in which the intrusion is welcomed. In order to connect with people on an emotional and authentic level, we not only had to create something highly meaningful that didn’t sound like adspeak, but also had to be strategically accurate. We used the power of fashion design and, by integrating a highly local insight that utilised traditional craft, managed to connect on a very relevant level with an unexpected execution.

Jamshed M. Kazi is the former UN Women Country Representative to Pakistan. He is currently the Country Representative to ASEAN UN Women in Indonesia.

Ali Rez is the Regional Executive Creative Director for Middle East and Pakistan at BBDO. He has been named South Asia Creative of the Year by Campaign Magazine.

Read the full “The Bridal Uniform” case on the Effie Case Database >

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Some families have unique ball gowns which are specifically kept for the ladies in that family. Most of the dresses are unique and the design might be that of the 1940’s or 1950’s dresses. If you are such a bride then you will not have to spend so much time thinking about the design to go for at all. You might only need to make few adjustments on the dress and make it a little bit more modern and then you will be good to go mermaid wedding dress. If you are generally into old fashion then you can get vintage wedding dresses from boutiques selling ball gowns UK halter top wedding dresses. We offer a wide selection of invitations in traditional, modern, elegant, seasonal, contemporary, and casual styles that are sure to fit in with the theme and color scheme of your big day. The invitation that you send out to your guests not only inform of the date, time, and location of the event, but they convey the mood and feeling of your special day. Send the right message by choosing wedding invitations that reflect you as a couple.  Dresses are something on which ladies are never ready to compromise. Especially when the dress is to worn on a party then the sophistication for the dress is exaggerated more. Among Pakistani party wear dresses there are many brands name that are leading but still the other left behind are not going bad. Ladies crazy for the fashion keeps on shopping from everywhere in search of a unique and stylish outfit. Related recommendations: its a great burden for most women to buy luxury evening gowns for their important evening night another important factor in summer rustic bridesmaid dresses is lightweight fabrics whenever you are longing to opt for dresses of your styleelegant bridesmaid dresses are always popular we asked our bridal consultants to share a couple of tips to help you make the best choice