RAWALPINDI: Fashion brands like The Saari Girl, Hathghar and Pomegranate Vintage say they want to put the sari, a staple at Pakistani weddings and formal events, back on the street by creating modern, affordable and sustainable pieces that women can wear casually everyday.
Unlike in India, Nepal, Sri Lanka and Bangladesh, where women wear saris on a daily basis, Pakistani women usually adorn heavily ornamental and luxurious versions of the garment only at special events and stick to the shalwar kameez suit in their everyday life.
Atia Nadeem, 28, aimed to change that when she started importing handcrafted saris under the Karachi-based label Hathghar.
“The sari was something I wanted to bring back,” Nadeem told Arab News over the phone. “Our foremothers would wear these beautiful pieces while having a cup of tea and running errands, why shouldn’t we? From there, the idea for Hathghar began.”
A shot from Hathghar's latest collection shared on their Instagram on November 7, 2020. (Photo courtesy: Hathghar)
Starting December 2019, Nadeem began sourcing saris from Sri Lanka, India and even Dubai and launched her brand this year. Her unique selling point is handcrafted saris for no more than $80 a piece.
Anita Nadeem of Hathghar works on packaging orders in Karachi, Pakistan on December 20, 2020. (Photo courtesy: Hathghar)
The Saari Girl brand, founded by Aiza Hussain in Lahore in December, 2019, has the same idea: to “normalize” and create acceptance for saris as everyday wear but while discouraging mass production and prioritizing sustainability.
“The aim was to normalize saris in Pakistan,” Hussain, 24, said, explaining why she launched her brand. “Through an affordable sari line, I attempted to reinvoke a lost heritage and create acceptance for saris all across the country. We encourage women of all physiques, ethnicities and age groups to wear saris as they are for everyone.”
Campaign for The Saari Girl shot in Lahore, Pakistan November 27, 2020. (Photo courtesy: The Saari Girl)
“Fast fashion is destroying our planet and every little eco-friendly effort makes a difference,” Hussain added. “The Saari Girl is our effort and sustainability is our mantra.”
For Alina Tauseef’s Pomegranate Vintage, promoting sustainable fashion and encouraging shopping second hand is also central to her brand of vintage saris, sourced from family, friends and vintage sellers.
Pomegranate Vintage shares a shot of one of their vintage saaris on their Instagram page on December 11, 2020. (Photo courtesy: Pomegranate Vintage)
“I truly believe shopping sustainably can reduce our carbon footprint on the earth,” Tauseef said.
Husain added: “The versatility of a sari is what makes them so unique. You can share them with your nani [grandmother], sister or best friend and keep them for generations to come.”
