LAHORE- The idea of your name being up in lights, or at least on the roster during fashion week is a dream that’s being sold hard and fast and not very fairly. Although the fashion industry has made some steps towards increased diversity, there is still a long way to go.
From never-ending working hours and no concept of contracts to late payments, there are some major defects in business agreements made between high fashion brands and models.
Top models are still being exploited in Pakistan’s fashion industry and we have proof.
Saheefa Jabbar Khattak took to her Instagram story to slam Pakistan’s fashion industry for its lack of professionalism.
Without naming anyone, she shared an incident where she was approached by two brands for a shoot on the same day; she declined to work with Brand B since she had already committed her dates to the first brand.
She then receives a call from Brand A less than a week before the shoot to notify her that the shoot has been canceled altogether.
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“In our industry, we face such issues often but when one of the leading brands in the market don’t own up to professionalism and commitment, I believe there is still a long way for all the models/actors and industry as a whole,” she wrote.
“I won’t be taking names of the brands as of now since I believe this should act as a gentle reminder to them that models/actors have their bread and butter based on this and they realize that.”
Professionalism is critical both to the effective functioning of any business and to the success of any individual- it’s high time designers realize that.
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