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Ali Xeeshan is known for designing the unthinkable! Be it his dressing or Santa costume on Christmas, his magical bridal collection, or his creative wedding shenanigans – this man never fails to surprise us! Yet again, he is making waves with the launch of his latest collection “Numaish”, meaning “Exhibition” which highlights the age-old tradition of dowry.
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Reality Check Ahead!
No matter how much we try, we can’t unsee this! The bridal campaign was introduced with a heart touching short film, in collaboration with UN Women. It attempts to lift the weight of dowry by showcasing an underage bride dolled up in a heavy wedding ensemble. The scene starts with the bride’s parents working hard to gather and assemble dowry for their daughter’s marriage. Then comes the underage bride with a tear-stained face, pulling a cart of dowry with her groom on top. Although the film is short, it is extremely impactful and has a clear message for all. Remarkable execution thanks to Abdullah Haris films. *applauds*
Nevertheless, desi phuphos and phupas (aunts and uncles) took social media by storm. While some spectators were in awe of the collaborative effort, others suspected the intention behind the idea. A portion of the viewers thought that the campaign was more of an “online exhibition”, whereas others raised questions regarding the sky-rocketing prices of Ali Xeeshan bridals. The worth of Xeeshan’s couture goes up to millions and social media critics asked how such expensive dresses can help a bride in any possible way? In comparison, dowry still provides a helping hand to the couple. In spite of that, is dowry justified? As seen in the campaign film, the bride’s parents seem to get crushed under the weight of dowry.
On the other hand, desi men revealed the other side of the coin as well and requested that marriage should be made easy for both genders, not just women. Many men highlighted how they feel compressed under the pressure of the neverending demands made by the girls and their families – a six-figure salary, separate house, and expensive honeymoons, etc.
Whatever the case, dowry should be condemned in any case, and the same goes for extremely expensive bridal dresses that have become more of a status symbol. We hope Ali Xeeshan would consider introducing an affordable bridal range – a pledge against showoff and waste of money! What do you think?
From brainstorming marketing strategies to curating bewitching blogs to beautifying faces as a professional makeup artist, Maryam has proven that sky is the limit when exploring one's capabilities.