As soon as the spring season arrives, we are bombarded with billboards of the numerous designer lawns. The lawn fever has gripped the women of our country. There was a time, though not long ago, when a lawn suit was available in every clothing shop at reasonable prices which the masses could afford. Every one could wear these dresses but this is not the case anymore. Lawn is no longer just anything that one wears to feel cooler and more comfortable in the scorching heat of this country but it has become more of a fashion statement. This is due to the introduction of the designer lawn. Almost every designer has now introduced their lawn prints such as Maria B, Nomi Ansari etc.
For parties and formal gatherings, silks and chiffons were preferred due to the fact that they were expensive and gave an element of elegance. However, now the designer lawn prints have a price which is equalant to these silks and chiffons and are now worn on special occasions and functions.
The trend was started with only a couple of designers stepping into this business and introduced the designer lawn prints. The pioneers included Gul Ahmed and AlKaram. Since then they have been making rapid progress in this field and thus, it gave an opportunity to others who decided that this was a very lucrative business and therefore, this rat race of the designer lawn emerged.
Every year women wait impatiently for these designer lawns to surface in exhibitions like wildfire and later in different outlets. The passion and enthusiasm with which the women buy these designer lawn is unmatched. The sight at these exhibitions is unimaginable. The women want to grab the best prints before others get hold of them and there are many instances of cat fights that can be sighted at the venue. This is because these prints are rarely repeated again which gives people an opportunity to flaunt their designer lawns as this has become a status symbol.
Every year the prices of the lawn prints are increased by one thousand or so but this does not refrain the lawn crazed women to buy them. So, in order to compensate for the high prices, the designers have started a new trend of marketing in which they hire famous Indian actresses to model for their lawn. Examples of these include Karishma Kapoor by Crescent lawn, Nargis Fakhri by Élan and so on. Apart from this British models are also hired. In addition to this many other strategies are also used to advertise the lawn which includes facebook advertisements, brochures, television, radio and many more. The sky high prices although leave the majority of the population unable to buy these prints but still the designers manage to sell of their stock due to the lawn fanatics who do buy these prints and in large quantities. Moreover, even before the lawn is launched, the females gets hold of the catalogues of their favorite designers and book their prints in advance in order to avoid fights at the venue.
This has become synonyms to a viral disease taking its toll on people’s lifestyle, minds and money. So it is high time that the ladies put a lid on it because there is much more to life than wearing fancy lawn prints.
By: Saniya Mansoor