After Generation, it now seems Elan has also misinterpreted what it means to be an accessible and “affordable” brand.
On Sunday night, Elan’s creative director Khadijah Shah announced the upcoming launch of a new collection named Tresor which provides affordable, hand-embroidered unstitched wedding season ensembles priced between Rs. 18,000-20,000. According to the brand’s Instagram posts, the price increases by another Rs10,000 if you get it stitched.
“So a lot of people following me give me grief for Élan being unaffordable. I thought I’d share our newest collection Tresor with you guys! It’s an unstitched wedding season collection. Beautifully hand embellished and quintessentially elan priced just between 18-20k,” wrote Shah.
https://twitter.com/khadijah_shah/status/1175801825393618944
But people on Twitter are still trolling the brand for thinking that the given price range is “afforadable”
https://twitter.com/m_siddiq7/status/1175828820617658368
https://twitter.com/AmmarZaf/status/1175802847042199552
Shah cites expensive raw material and production costs as a reason for only catering to a niche, luxury market, “I’m sorry, because of the rupee depreciating silks which are imported have doubled in price. Local manufacturers should look into developing good quality silks. I’ll be the first to buy them. It’s difficult to offer the price you’ve recommended with expensive raw material.”
https://twitter.com/khadijah_shah/status/1175854136782393346
https://twitter.com/SaadiaBalouch/status/1176065182184935424
https://twitter.com/sooootta/status/1175843906531053571
Sarcastic much?
https://twitter.com/ZeeshanNmalik/status/1175832565439238144
https://twitter.com/hhaarroonn/status/1176105509948182528
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