7 beauty hacks that will make your life easier

Getting late to office but can’t get your liner right? Have a dinner party to attend but struggling with your blush? Sounds familiar, right? These are problems that most women face, unless you have perfected the art of make-up. There’s no point losing your cool and running around frantically at the last moment. And yes, washing your face is not going to help too. You will only lose out on more time. We suggest you follow these 7 beauty hacks to make your life easier.

Scotch tape/ business cards: If creating the perfect winged liner is an everyday struggle then use scotch tape, doctor tape or business cards. First, place the tape on the back of your hand. This will make it a little less sticky. Then, place it under your eye diagonally upwards and just line your eyes. If you are using a business card then you just need to place it in the same area to create the perfect wing.

Teaspoons: A teaspoon or two can come in very handy, especially with curling eyelashes and getting rid of the puffiness under your eyes. Heat up the spoon a bit but make sure you don’t burn your lashes. Press the convex side on the lashes a couple of times and voila! You have curly lashes. Now, for the puffiness of the eyes, put the spoons in the freezer and after a while just take them out and place the convex side under your eyes.

Bottle caps and highlighters: Lip plumping is a big thing these days but why invest in an expensive lip plumper when you can do the needful with a bottle cap and highlighter? Plump your lips a couple of times to get that desired lip size and then once you have the lipstick on, take some highlighter on your fingertip and dab it slightly on your upper and lower lip in the center only. That’ll help give your lips the dimension you desire.

Bronzer: We all know how important the bronzer is for a sun-kissed look but that’s not the only thing you could use it for. You can also use it to get temporary ombre hair. Divide your hair into tiny sections and apply the bronzer on the ends of your hair. You could use eyeshadows too but we wouldn’t recommend that. Bronzers have a very warm tone to them, which is what eyeshadows lack.

Cotton: You must be thinking how is cotton related to beauty hacks? You probably could never imagine how useful cotton could be with creating false lashes effect. Use a spooly to get some cotton on it. Apply the first coat of mascara and then run the spooly through your lashes and apply another coat. Repeat the process till you get the desired length.

Eyelash curler: Let’s surprise you again with how an eyelash curler could make your life easier. Line the eyelash curler with your pencil liner. When you curl your lashes, the liner on the curler tends to act as tattoo and imprints itself on the baseline of your upper eyelid. So, you can save your precious time by curling your lashes and lining your eyes, simultaneously.

Eye shadows: Do you run out of eyeliner too often and are lazy to make a visit to the shop to buy a new one? You have nothing to worry about. Dip your eyeliner brush in water and dab it on the eye shadow colour that you wish to use as an eyeliner. Glide on your eyeliner and you’ll be surprised by the results. Also, if you have a bald spot on your head, or forgot to touch up your roots, you could just dab the eye shadow that goes with your hair colour and you’re good to go.

Cleansers, moisturisers, sunscreens: How to use these common skincare products right

Overwhelmed by the amount of skincare products you get to see out there everyday? It’s safe to say that you are not alone. With copious amounts of common yet essential cosmetics available in the market these days it is nothing but just a natural reaction on your part to wonder which ones to take home. To be honest, most of the time these products don’t work as well as they should. Eventually you zero in on the one which you think works best for you, but not before you try out a couple of others. We ask you, is it right? You might not care right now but your skin does.

Skin problems are real and it is a byproduct of internal and external factors affecting the body over a period of time. If not taken care of, it can lead to serious problems later. We tell you how to take care of your skin on a daily basis and how to use the common skincare products right. But before we get down to the basics, follow this golden rule the next time you buy anything: gel/serum based products for oily skin; serum/lotion for combination skin and cream based formulations for dry/sensitive skin. Now, back to the fundamentals.

Cleansers and scrubs: A gentle cleanser has a pH balance of around 5.5 which keeps the skin hydrated. Many leading over-the-counter soaps and cleansers are alkaline in nature and are harsh, making the skin dry after a face wash. People with dry/sensitive skin can use cleansers with additional aloe vera/chamomile/oat milk extracts with soothing properties. Now, about scrubs. Using an exfoliating scrub with alpha hydroxy acids (AHA) like glycolic acid or lactic acid once or twice a week as per skin type helps to shed the dead skin cells, leaving a fresher looking skin. Scrubs must have very fine granules to bring about mechanical exfoliation gently on the skin. The ones like apricot/walnut scrubs with coarse granules are a strict no-no! If you don’t have the time for scrubs then you can use home peel pads which are a cocktail of multiple skin exfoliating and brightening agents. These pads are like soaked wet tissue wipes that can be rubbed on the face, neck, arms or rest of the body. They work great and instantly illuminate your skin.

Moisturisers: This is an important recipe for a healthy anti-ageing regime. Hyaluronic acid based hydrating gels, serums and lotions are now increasingly getting popular for their hydrating properties for all skin types. For very dry skin, it’s important not to be dependent on moisturisers alone but to also use a ‘skin repair’ hydrating cream to build up natural moisturising factors within the skin and work on the hydration as you continue using them over a period of time.

Sunscreens and sunblocks: Sunscreens have chemical filters which absorb the harmful UVA/UVB rays. Once applied, the effect lasts for around 3 hours. Sunscreens with silicone elastomeric base have an extremely good matte, non-greasy and non-whitish feel. Optimal SPF for Indian skin type is 30+ and a minimum of PA+++ for UVA protection. While sunscreens lasts only for 3 hours, sunblocks act as a physical barrier not allowing the sun rays to penetrate the skin at all. Once applied, their effect lasts the entire day, until it’s washed off. They contain micronised zinc oxide/titanium dioxide for its aesthetic sun protection effect.

Anti-ageing products: Serum containing Vitamin A, C, E can be applied during the early years for mild ageing signs. For people towards mid or late 30s with moderate to deep wrinkles and lack of firmness, it is important to build up the collagen and elastin and take care of the surface changes. Ingredients like Co enzyme Q10 (excellent antioxidant), matrixyl 3000 and peptides help to slow down the breakdown of collagen fibres supporting the skin and regenerating new ones to add to the firmness of your skin. Additional ingredients like green tea extract and caffeine act as good antioxidants and protects the skin from environmental damage. Women in menopausal age group can opt for creams containing geneistein or isoflavones/plant derived oestrogens, which help to maintain skin health from outside when the natural hormones are declining from the inside.

8 stylish Pakistanis show you how to rock a basic white t-shirt this summer

A closet essential and a classic, white tees have been donned by celebrities and fashionistas since decades.

This wardrobe must-have can be dressed up or down, making it one of the most versatile fashion items to own. Pop on a blazer or funky necklace on top of a white tee and you've effortlessly quirked up your basic look.

We all have those days when we just want to put on a t-shirt and our favourite pair of jeans everywhere, even to a formal dinner. So here are eight hacks to get creative with your basic tee and dress it up for any occasion.

Psst! You can finally wear your comfy shirt to work for a week straight without raising any eyebrows, though you might want to wash it before using it for five days straight...

1) Tuck it in

Mahira Khan in a simple tucked-in white tee and belt. Photo: All Pakistan Drama Page

T-Shirt Hack 101. Tucking a shirt in accentuates the figure and instantly adds a better look to any shirt. Roll the sleeves up if you want. Add-on: Up your style game by adding a belt. In our opinion, a leather belt will make the perfect look.

You can also opt to do a half tuck, choose a side - front, back or either side - and push it in your jeans letting the rest of the shirt hang out.

2) Elevate it with a funky necklace

Meesha Shafi understands that all a simple tee needs is a bold necklace to set the tone right.

Don't leave that neck bare. Bangles and rings are all great, but a fun necklace automatically spruces up any basic look.

Like they say, go bold or go home. A chunky necklace definitely makes a style statement as opposed to a simple one.

3) Wrap a scarf

Ayesha Omar during the shoot of her film 'Karachi Se Lahore'.

Sometimes all you need is a spunky scarf to complement your attire. Experiment and go wild with colours or go basic, either way, it'll jazz up your plain look.

4) Wear overalls

Fouzia Aman in denim overalls at a brunch.

The easiest slip-on; overalls can give your outfit a change of look any given day. Literally effortless, all you have to do is put your shirt on and jump into an overall and you're good to go!

5) Suit up

Ali Xeeshan suits up like a boss for a lunch date.

Blazers always up the style quotient. From casual to formal, they are the perfect addition to a white tee.

Our two cents: A printed blazer will really add oomph to your outfit.

6) It's in the jeans

Ayesha Omar killing it in her Pepe photoshoot

Boyfriend, ripped, bell bottoms, leather pants, formal pants, printed pants... the list is endless. Pick any and wear with a white tee and you've instantly made up for the lack of colour and texture.

7) Bag it

It's all about the bag and Fouzia Aman knows it.

Speaking of accessories, bags pack a punch when dressing up your outfit. Go for a colourful, edgy clutch to add to your look.

8) White sneakers

Sadaf Kanwal in white sneaks and shirt, ready to go anywhere

'Tis the season for whites. We're all loving white, whether it's the sneakers or a white tee or jeans, honestly, and it's one style which is not going away anytime soon. Pair your white tees with your white sneakers for an ultimate fashion boost.

Fashion Pakistan Council plays musical chairs – yet again

There’s no denying that the Fashion Pakistan Council (FPC) has gotten back on its feet.

It has been faithfully orchestrating bi-annual fashion weeks, regular sponsors have been lined up and illustrious designer line-ups have been roped in.

The fashion on the catwalk, though, hasn’t been that great, but that’s a critique aimed at the industry as a whole, rather than just at Fashion Pakistan Week (FPW). Creativity is on the decline while generic, mundane, often plagiarized design dominates, bringing down standards overall. It’s a gripe one has not just with FPW but also with the Pakistan Fashion Design Council’s (PFDC) events in Lahore.

Nevertheless, only a short while ago, there was much more askew within FPC aside from run-off-the-mill designs. One remembers how fashion weeks would be skipped out on for a season and how a four-day event would hurriedly be snipped into a two-day, painfully long affair. One remembers council CEO’s resigning, plenty of mudslinging between board-members and how, inevitably, designers in Karachi lost faith in FPW’s credibility, flitting off to Lahore’s much more systematic fashion weeks.

Now that FPW has gotten more streamlined, a lot of these designers have resumed showcasing their work in their home-base. But certain changes within FPC make one wonder if the council is about to go topsy-turvy all over again. For fashion weeks are tricky, gargantuan monsters and they need to be reined in by a council that isn’t hampered by politics or shaky internal management.

And FPC’s looking shaky right now. In a turn of events, Wardha Saleem, the council’s CEO, and Sanam Chaudhri, the Chairperson, resigned from their designations, ending a tenure that began in 2013. Both women were set to be replaced two months from now when the council had its elections. What prompted them, then, to leave their positions so abruptly?

Wardha Saleem, the council’s CEO, and Sanam Chaudhri, the Chairperson of FPC

“It was something that we could see coming for quite some time now,” says designer Maheen Khan. “I believe that they resigned due to irreconcilable differences of opinion about their management of the council amongst FPC’s board of directors. But I could be wrong as I am not privy to the board’s minutes. In the interim period, before the new Chairperson and CEO are elected, Deepak Perwani and myself will be heading the council.”

Will these management changes lead to delays in the upcoming Autumn/Winter contingent of FPW?

“Not at all,” she says. “The council is a professional body and the transition has been seamless as both Deepak and I have always been involved with the day-to-day running of the council.”

Why couldn’t Wardha and Sanam have waited till the elections to depart from their roles? And why does the FPC keep running into ‘irreconcilable differences’?

In comparison, the Lahore-based PFDC has barely endured any administrative changes. This is one of the main factors that has enabled the council to grow from strength to strength under the tutelage of Chairperson Sehyr Saigol and founding members who have worked consistently, shrugging away personal tussles to work towards a common goal.

Designers Deepak Perwani and Maheen Khan to head council till new Chairperson and CEO are elected

Perhaps FPC should follow suit and end their democratic methods? Maheen Khan is one of fashion’s most well-respected veterans and as once-CEO of FPC, she is well-experienced in calling the shots. Or perhaps, as Maheen says, the council’s new heads will adroitly orchestrate the Autumn/Winter FPW, mere months after being elected. We hope so but we have our doubts.

After all, this isn’t the fumbling, relatively small fashion fraternity that was part of the first FPW back in 2009. The business of fashion has gotten bigger and much more lucrative now, prodded forward faithfully by a multitude of print publications, a burgeoning social media following and textile big shots adding heavy-duty investments into the game.

This is no time to play musical chairs. FPC needs to – somehow – move away from the internal upheavals that tend to plague it time and again and start moving forward as a whole, for the sake of the council, for the sake of fashion.

Zayn Malik just launched an Urdu-inspired fashion line. He tells us why

After a song in Urdu, Zayn Malik takes out a fashion line that pays tribute to his South Asian roots.

With his debut album Mind of Mine, Zayn Malik has launched a corresponding fashion line - a 23-piece collection that prominently features the Urdu script. Words like 'Zayn' and 'Mind' are written in Urdu on hoodies and jackets.

Hoodies from the *Mind of Mine* line

Zayn talked to Vogue about his foray into fashion: "Everything was created with the idea that this is something I would want to wear. I wanted to approach this as an opportunity to extend my ideas as an artist, and to give fans another facet of who I am.”

About incorporating the Urdu script, he explained, “My family is from Pakistan, so having artwork in Urdu has huge significance to me.”

Zayn's girlfriend, model Gigi Hadid, was one of the first to model the Zayn bomber jacket

Also read: Zayn Malik and Gigi Hadid call it quits? Fans can't believe it

But his personal favourite is a shirt called Z-Day, in which the singer is shown escaping a burning city. The artwork has an apocalyptic touch and will remind rock fans of album art from the '80s, and for a reason!

To make that specific shirt, Zayn had enlisted the service of Mark Wilkinson, the man behind the artwork for Iron Maiden's last record.

The Z-Day shirt is Zayn's favourite

“Working with Mark gave me a license to do something exciting conceptually with a lot of color and detail,” says the singer. “The art we created gives a nod to the vintage rock-band T-shirts but with my own concept.”

We've already seen Gigi Hadid rock the Zayn jacket. Here's hoping we look half as good as she did!

One model, two lawn brands: Rabia Butt caught in the crossfire of designers' demand for exclusivity

Pakistan’s designer lawn wars took a new twist yesterday. This time, it involved model Rabia Butt.

The top model has accused designer Mina Hasan of releasing a lawn campaign that features her without her consent or knowledge.

The lawn campaign in question is Mina Hasan’s 2016 lawn collection for Shariq Textiles, which launched today. Billboards with the smouldering Rabia Butt have been all over town for days.

The offending billboard of the Mina Hasan lawn collection for Shariq Textiles - Photo courtesy Rabia Butt's Instagram

According to an angry Instagram post by the model, the campaign was shot in July of last year. Its release now complicates her exclusivity agreement with Sapphire for this lawn season:

“Shot in July 2015, revealed in March 2016, without my concent (sic) or knowledge or consideration for my current exclusivity status, is alarming. I am suffering from a case of being blindsided. Shocked that in this day and age a well known brand can but up a campaign at freewill, after 8 months and without getting in touch with the model to show some respect and most importantly to avoid discrepancy.”

How did this happen? We find out.

A matter of time

Alisha Hashmi from Mina Hasan explains, “While we shot the campaign in July, we had not made any decision about when to release the collection. Our entire design ethos is based on timeless elegance rather than yearly trends so for us, the decision to release the collection was based purely on production and seasonal constraints.”

When the campaign was not released in August, Rabia had asked Mina Hasan’s team about the delay and was clearly told that the release of the campaign and the collection was entirely at Shariq Textile’s discretion.

“We loved working with Rabia,” says Alisha. "Her striking features and bold stature made her the perfect face for this collection while Abdullah Harris’ camera brought out the organic beauty of each outfit beautifully. The shoot was done in the scenic Margalla Hills and Saidpur village, where the team worked together wonderfully. Since the collection was completed towards the tail end of the summer season, it was decided it would not do justice to the brand to release it in a rush or compromise on the quality."

The shoot for Mina Hasan lawn for Shariq Textile took place in the Margalla Hills and Saidpur village in July last year - Photos courtesy Shariq Textile's Facebook page

While one can't fault Mina Hasan or Shariq Textiles for making a sound business decision, it can't be denied that Rabia has serious cause for complaint. She says on Instagram that the mix-up has "jeopardized (her) relationship with (Sapphire)". This only underlines the need for models to have managers who can ensure watertight contracts every time they sign a campaign.

Mina Hasan confirms that there was never any suggestion of a time frame within which the campaign should be used. Rabia was paid her asking fee by Shariq Textiles and, as per international norms, they felt it within their rights to release the campaign according to what made sense from a business point of view.

“We were never informed of [Rabia's] exclusivity [agreement with Sapphire] until the 9th of March by which point all the billboards were done and the entire campaign was ready to go. Of course we could not do anything at that late stage. If a model wants to set a time-frame for using a shoot, she should let a brand know when she books with them," says Alisha.

"Internationally campaigns are often shot months in advance. Many models here work for more than one brand, so how could we anticipate any exclusivity arrangement. Rabia was well aware that this campaign was pending when she signed her exclusivity arrangement [with Sapphire].”

Sapphire lawn launched on February 29 and its campaign images began to circulate starting mid-February - Photos courtesy Sapphire's Facebook page

Communication breakdown

Rabia’s position is that the brand should have kept her in the loop.

She says, “There was never a mention regarding the exact date of release of the campaign except that it would go up late summer 2015. 10 out of 10 times I am told by the brand when a campaign will go up because brands expect their face to play an equal role in promoting ad campaigns for it takes the hype to another level and personally I make quite an effort to help out whichever way I can. In this case I was kept completely out of the loop. No one approached me with any release dates. When I say I was blindsided, I meant exactly that, because I was made aware of the campaign by friends who sent me pictures of billboards around the country.

"This is nothing personal...it is strictly professional. No brand should ignore a model who they have shot with for a major campaign. I can't even call this bad communication because this is a case of no communication at all from the other party.

"A lot of times the work we do is based on verbal agreements, given the nature of the business, specially when there is a sense of urgency. This was a one-time campaign so there was no extensive contract required, otherwise we would have paperwork. I was told it needed to be done immediately for there was little time between the shoot and release so I went for it and here we are discussing it, after 8 months from the actual date of the shoot. Mid 2015 to Spring 2016 is quite a long time to keep an eye on a single project.”

Rabia also claims that she did try to keep in touch with Mina Hasan’s team but, with no response as time went by, moved on to other projects.

Alisha Hashmi clarifies, “We actually did not know the release date ourselves until early March. The collection was delayed as the dupattas were printed abroad and did not arrive in time for release at the end of last summer. Although I was not given a specific time by the mill, I assumed it would come out this season – it’s simply common sense.”

The debacle caused Rabia significant problems with her current exclusive contract with Sapphire, who commented, “It has put us in a difficult situation as we has signed an exclusivity contract with Rabia. We have suffered on account of this lack of understanding between Rabia and Shariq and have had to renegotiate terms with our model. We hope that the company realizes and takes steps to rectify the situation.”

The exclusivity equation

Seeking exclusivity, Faraz Manan sticks to Kareena Kapoor, while Elan roped in a model from India this year

Designer lawn is big business and brands spend millions on their campaigns during the peak February to April season. With a limited model pool, brands go to great lengths to stand out from the crowd, signing exclusivity or bringing in foreign models or celebrities to be their brand ambassadors.

Faraz Manan has used Kareena Kapoor as the face of his lawn for years while Shehla Chatoor is shooting her campaign with Nargis Fakhri. Sania Maskatiya used a Brazilian model last year and Elan this year used an Indian model.

Plus, the same models across lawn campaigns can be confusing for customers. Lawn clothes themselves don’t look that radically different at first glance so the campaigns should look as different as possible. However, many top models do end up working for more than one brand. For example, actress Syra Shahroz has modeled for both Zara Shahjahan and Al-Karam this year.

Rabia Butt herself tends to stick with one brand during peak lawn season. She modeled Sana Safinaz Lawn in 2013 but was the face of Elan lawn in 2014 and 2015. However, she also modeled for the Sana Safinaz Eid Lawn campaign last year, although that was in June.

With models working for multiple brands, it’s unlikely that brands will make the effort to keep track of their exclusivity arrangements. That has to be the models' responsibility.

Rabia is not wrong in expecting a brand to keep her in the loop, but we'd like to see models take charge of the business side of their career. Image is their fortune and they cannot afford to leave things to chance, especially given that it's their loss when complications like these arise. Rabia signed off her Instagram post with a “Time to stand up for my rights as a professional model/artist, to get things right….not just for myself but for everyone.”

A more thorough approach can only be good for models and for the industry.

Will Mahira Khan and Feeha Jamshed's lawn prove to be a winning combination?

The first thing you'll notice about the teasers to Feeha Jamshed’s upcoming debut lawn line for Flitz is actress Mahira Khan.

The country’s sweetheart, with an upcoming Bollywood venture alongside Shahrukh Khan adding to her appeal, Mahira looks gorgeous in three-piece glory.

But there’s more to Feeha’s lawn aside from Mahira’s star-power.

Here’s what we love

Amongst of milieu of mundane three-piece luxury suits aspiring to be ‘designer-made’, Feeha's lawn is one of the few contenders that actually does live up to expectations.

It’s Feeha’s very unique, often quirky, ethos simmered down yet still visible, translated to lawn’s mass-friendly realms. There are florals, wielded with an Origami-like tiled effect; the silhouettes of a troop of camels along a border and a silken dupatta which is utterly feminine and yet, look closely, and those are geometrical footballs bouncing along its length.

The embroideries, silk borders and dupattas merge very well together and Flitz has very obviously upped its ante with good quality fabric. Most significantly, Feeha’s design manages to stand out in a market that is currently clustered with typical lawn imagery.

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The lawn market is competitive and increasingly fickle and there is no guarantee that Feeha will be a sold-out success. Doesn’t she think that she would have fared better had she debuted in March rather than in May?

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“I did study the lawn market before creating my own collection, deciphering precisely what made the top designer lawns so popular,” explains Feeha. “And then, I went off and did something that none of them had done. I can never allow my designs to look like anyone else’s. That’s why I’ve called the collection ‘Florence of Arabia’. It is rare and different, like a flower blooming in the middle of the desert.”

Following the same principle, Feeha refused to incorporate the increasingly popular shalwar in her catalogue. “Everyone was featuring shalwars so I just didn’t want to. I do know that a lot of customers will probably have their lowers stitched as tulip shalwars since they are all the rage right now.”

In Feeha’s catalogue, though, there is a very trendy flared bell-bottom design in a jigsaw geometric print – trust Feeha Jamshed to think out of the box.

This is lawn that is in actuality designer-created, rather than simply claiming to do so – an absolute must-have from our perspective.

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Feeha likes to do things differently, which is why you won't see the increasingly popular shalwar in her catalogue.

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And yet, the lawn market is competitive and increasingly fickle and there is no guarantee that Feeha will be a sold-out success. Doesn’t she think that she would have fared better had she debuted in March rather than in May, when most aficionados have already splurged out their budgets on multiple suits?

“I don’t think there is any fixed season for lawn,” Feeha asserts. “It is a fabric that is purchased and worn all the year round and if people like it, they will buy it. We’ve already gotten so many enquiries from within Pakistan as well as abroad.”

The Mahira equation

Some credit for this can certainly go to the face of Feeha’s lawn, Mahira Khan.

As Feeha’s childhood best friend, Mahira’s equation with the designer tends to deliver all-out hits. One remembers her creating a stir with the Feeha Jamshed ‘Giraffe’ sari back in 2014 and more recently at this year’s HUM awards, the actress turned heads with a reversible ‘Bob Squad’ suit.

“I don’t just dress Mahira in generic designs that may not suit her persona,” explains Feeha. “With the reversible suit at the HUM Awards, I wanted her to move away from the usual sari and gown rut and make a sophisticated, trendsetting statement.”

Mahira's verdict on Feeha's lawn? “I love them!"

The lawn, similarly, looks great. Shot in Dubai by Nadir Feroz of NFK Photography, the catalog drifts from souks to the desert to a boat-ride. “We all had massive crushes on the hairstylist for the shoot, Harlem Alexander from Norway,” laughs Mahira.

There were instances when the fashion shoot went through the usual hitches – a horse that was supposed to be photographed with Mahira turned out to be uncontrollable and the shot was eventually cancelled.

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Feeha's campaign was shot in Dubai, and Mahira has some funny stories about the experience, like when a horse that was supposed to be photographed with Mahira turned out to be uncontrollable and the shot was eventually cancelled.

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At another time, Mahira had to pose on a boat and instead of insisting on returning to the coast so that she could dress, she opted to change into her lawn suit in a tiny space allotted to the boat’s main machinery. “As actors we are accustomed to going to far-flung areas and getting ready in unconventional circumstances. I just thought going back to the coast would be an unnecessary hassle. Instead, they covered the doorway with umbrellas and I changed very quickly,” shrugs Mahira.

Does the actress, so well-versed with modeling lawn every year, like Feeha’s collection of prints?

“I love them! It drove Feeha up the wall that the photographs came out especially well for the designs that were my favorite. She kept ordering me to pose just as well in all of them,” laughs Mahira. “I've told her that I'm getting at least three of the designs.”

We’re getting some too. Feeha Jamshed’s gone off and created lawn the bona fide designer way and one needs to applaud her for it – let’s sees if it draws in the sales for her.

Are 'real people' shoots here to stay in Pakistani fashion?

Using friends and it-girls for fashion shoots has officially become a 'thing' in Pakistan.

This season, my social media timeline has been full of shoots featuring “real people” rather than models. In fact, as a fashion blogger, I’ve been part of a couple of shoots myself. With professional makeup and photography, the campaigns turn out attractive and have an appealing authenticity but is the trend a good thing or a bad thing for fashion?

How it all started

The trend started in Pakistan several years ago with mercurial designers Menahel and Mehreen.

Menahel and Mehreen banked on their close friend and muse Samira Dada for their earliest shoots

Notoriously shy of the showing too much of their designs in order to deter copy-cats, Mehreen and Menahel released a few limited shots with their close friend and muse, it-girl Samira Dada. Heavily shared on Facebook, this being before Instagram became popular, the shots reinforced the designers’ cult status.

Other early adopters of the trend were designers similarly working on a small scale, such Farida Hasan. Farida’s daughter Khuban and her friends have regularly featured in her campaigns.

Khuban Omer, Farida Hasan's daughter and director of her brand, regularly ropes in her friends for shoots

Nazli Akbar arguably was the one who’s taken the trend to the next level, thanks to the huge interest her #NazliAkbarGirls campaigns received. She has rarely done a shoot with models, always featuring friends and family in fabulous shoots styled by her sister, top make-up artist Shamain.

In this season, however, that the trend has really taken hold. We’ve seen some gorgeous shoots, from niche designers Nazli Akbar and Zohra Alam to high street giant Ideas to name a few.

Nazli Akbar largely relies on friends and family for her shoots

Serious designers such as Shehla Chatoor and Sana Safinaz have supplemented editorial shoots with “dressing-up” shoots that feature socialites and influencers. Fashion Pakistan Council Chairperson Sanam Chaudri based an entire collection on using non-professionals as models, the idea being crucial to the entire concept of her anti-size-zero campaign.

Also read: A camera, the desert and Beyonce's boots (the story of my high-end Abu Dhabi phootshoot)

What's the fuss about 'real people'?

The campaigns have garnered immense social media traction. 'Real-people' shoots get a lot of likes, making magazines and bloggers more likely to post them. Crucially, these shoots are also more likely to inspire actual sales than editorial shoots.

Pakistan is simply catching up with a global trend where social influencers have become a force in the world of fashion. Editorial shoots are very well for the educated eye, but most people are more likely to buy an outfit they see on someone they can relate to.

Pictures of customers in their outfits have helped propel relative newcomers such as Elan and Sania Maskatiya to stratospheric levels while some of fashion’s old guard, such as Faiza Samee, have been slower to catch on to the power of social media.

The trend is also something of a response to our limited model pool, with some designers chasing freshness through amateurs. However, for serious designers, who aim to tell a story with their collections, there’s nothing like a professional model.

The best professional models are intensely aware of every aspect of their bodies and faces, instinctively using light properly and projecting a host of different moods effortlessly. Amateurs, even if they’re bloggers who understand how to compose a strong image, are not in the same league. As someone who’s been there, I can testify we’re generally nervous, awkward and difficult to direct. Nevertheless, even serious designers have cottoned on to the value of supplementing editorial campaign with more natural shoots.

Ideas Pret put style and fashion bloggers in the spotlight

For the designer, it’s something of a win. Friends do the shoot for free whereas a model would charge a hefty fee. If your friend happens to be a blogger or influencer, there’s plenty of free publicity and even if they’re not, the pictures are bound to get lots of shares on social media. Top influencers now have serious clout, driving trends, and brands cannot afford to ignore this.

With her #antisizezero campaign, Sanam Chaudhri sought to promote body positivity - a message appreciated by Instagram followers

Modern shoppers trawl through Instagram and Snapchat looking for ideas before they buy. Opting for informal, less editorial shoots allows brands to show their designs in a more relatable setting. The stylized Eid spreads and luxury interiors may show an airbrushed, idealized view of life but fashion has always been about aspiration.

At the end of the day fashion is as much about commercial considerations as it is about art. Internationally, influencers have become part of the mainstream fashion establishment. Savvy brands all over the world recognize the benefit of combining editorial fashion with wooing customers by showing them designs in a more real setting. Pakistan is just keeping up with the times.