New Delhi: UN Women Pakistan shared campaign images from designer Ali Xeeshan's latest bridal couture collection Numaish with an anti-dowry message. Ali Xeeshan is known to have strong messages behind all of his collections but this one really resonated with people. The collection highlights the age old dowry culture which was made illegal in 2020 in Pakistan.
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According to the blog about the collection, Numaish 'draws inspiration from putting an end to dowry culture and is described as being ‘A pledge against the old-age tradition of Dowry!’.' The issue of dowry continues to be a pertinent problem for many segments of Pakistani society today. In the subsequent ramp show, the collection was 'presented in a manner which attempted to educate today’s youth to say no to dowry.'
Netizens had mixed reaction towards the campaign, while some welcome the initiative others feel it is 'hypocritical' as the dresses of the collection are worth millions and it adds to the extravagant wedding market which forces people to spend an exorbitant amount money to get their daughters married.