By Anum Pasha
Last week Sophie, a friend working at one of the glossy fashion weeklies, received an obnoxious call from a woman who sounded like she was going to bring down ‘da house,’ and for once in three years, my friend contemplated on resigning from a flashy, fame n fortune kinda magazine career. The drill: This angry old woman had lodged a complaint against a fashion advertisement demonstrating the act of… uhh well, the damsel in excitement, was unzipping the male model’s ‘tagged’ jeans, right in the middle of the fashion weekly.
Frantic, Sophie looked through the magazine and her eyes met the blaring act of obnoxiousness – at once, religion, morality and ethics – all three that were instilled to her from the grandparents and at high school, danced around in agony in just about every corner and she didn’t really feel like coming back to a cubicle which advocated something so sleazy.
The world of fashion in its glitz and glamour is no doubt, an extremely appealing one. All the Sophies of planet Pakistan are pigeoned by that fascinating new billboard Crossroads has started putting up, the ever-changing Mobilink campaigns, the ‘massive-sized’ Hoorain billboards(great cash flow), and so on. All goes well, and very few of us realize it’s about time fashion advertisement gets a good mama’s spanking.
Whitening creams were always supposed to make you turn a white from the black, since obviously, white was the prettier one. The nanis and the daadis always stressed on the need for a gori chitti bahu for their charcoal-black shmucks and one lucky manufacturer knew they it had a fantastic market to exploit. Funnily enough, while tapping my fingers on the steering, trying to pull patiently through a crazy red signal on the road, I saw a model’s gorgeous Karachi tan on a gargantuan bill-board sporting a magical whitening tube. Ha. Ha. Ha.
One fashion model who came in the picture some three years ago, immediately became a symbol. A gorgeous brown face, fantastic curves, and a voiceless mouth – the perfect ingredient mix for a Pakistani fashion model and maybe that’s why the naïve thing agreed to an ice-cream add campaign that didn’t look anything like she was savoring the taste of a product. Sadly enough, the fags behind the entire thought-process of an advertorial like that one, need to be shot dead and no, there is no legroom for debate.
Retail brands were always preppy, cool and came up with fantastic add-campaigns some years ago until emaciated fashion models became the focal point of the industry. It’s obviously like a rat race, with no end at all…when baggy-boned fashion models become the face of these retail brands, it’s proven that idea synchronization has failed at the top management levels, target markets have been frazzled… and everyone is doing what everyone is doing. Nevertheless, there are STILL some who aren’t exactly air-headed and really, make-up service brands like New Look haven’t gone all out putting icing on already caked faces that have no glow, no meat – nothing that complements the average, curvy Pakistani female. Just recently, while flipping through a lifestyle magazine, I stumbled on New Look’s fashion advertisement, and noticed that the female model’s arms were a little on the chubbier side, and there was seriously, no need for a photoshopped, chopped out image – because it looked damn good and very Pakistani.
Another enjoyable experience was looking at an add campaign repeated every now and then in coffee table magazines and daily newspapers. Great, you convinced the only female vocalist the music industry really has to pose for you, but please put some thought in there as well. We still don’t quite understand how she was made to look like a drag queen in raunchy, faux fur and landay waley dresses while standing next to a f****e. When a female musician agrees to wear a chain around her belly while dressed in track pants and a pea cap on the head, the implied ‘sporty’ look really doesn’t make complete sense. And also, what the entire ‘sporty’ image has got to do with a f****e is utterly baffling.
Another most intriguing billboard is a product of my favorite drink. I don’t see how a female model’s chest facing an apple makes divine sense. Maybe it does and the tube lights in all of us can’t really grasp the point in its complication! Sometimes when everything looks damned, you want to believe there’s something wrong at home… and not abroad. Nevertheless, slogans such as– ‘Let’s get cheesy!’ are a number too. Fine, lets. But not when a sultry looking female is posing… having little to do with the product. Very cheesy!
But the situation isn’t all that bad. For one, I simply love the face of Mobilink. With their ever-changing billboards at the Main Boulevard, one doesn’t get tired of seeing Vinny over and over again. Not only because she’s an artistic face, but also because there is a lot of brainstorming put in there unlike most of the wannabe brands that have only the cash and zero aesthetics to change add campaigns twice every week
Whether it’s a fashion model’s nudity in white sheets that causes offence among the majority of the audience, or it is Chinyere’s very simple and elegant advertising line, those behind these campaigns need to think beyond the money. When target audiences are confused, work is projected outside the fabric of this society, and values are long forgotten, there is small hope, with no legroom for growth.
The friday times