With its rich history and commitment to innovation, the textile sector remains a powerful force in shaping fashion trends and societal values, writes Arfa Syed.
Textiles have played a pivotal role in human history; serving physiological needs such as protection from the weather, harnessed to symbolically and tangibly express cultural identity, and cultivated as key drivers of technological innovation and economic advancement. From the earliest forms of weaving to the sophisticated industrial processes of today, advancements in materials science and manufacturing processes have led to the creation of high-performance fabrics that are used in a wide range of applications.
Alongside their practical uses, textiles play a significant role in everyday life; from the clothes we wear to the linens in our homes.
In Pakistan, the textile industry is a major economic player as the largest export sector, comprising 60% of total exports and accounting for approximately 8.5% of the country’s GDP. The textile sector employs about 40% of the industrial workforce, creating millions of jobs directly and indirectly; the latter due to its support for ancillary industries such as agriculture (particularly cotton farming), chemicals and machinery. This sector’s economic impact extends to rural development, boosting incomes for farmers and stimulating related economic activities.
The significance of the textile sector extends beyond its economic impact and it is the adaptability and relevance showcased by local clothing brands that enable the sector to be as dynamic as the lifestyles of modern consumers. Consumers seek both functional and fashionable clothing that caters to diverse needs, from traditional attire for special occasions to contemporary designs for daily wear.
Modern brands convey our local design philosophy through delicate embroidery and exquisite embellishments, with a variety of fabrics serving as powerful representatives of cultural identity.
In Pakistan, each province boasts distinct textile traditions, such as Sindhi ajrak, Punjabi phulkari, and Baloch embroidery, symbolising local heritage and customs. These textiles and embroidery are not merely garments but storytellers, weaving tales of history, art and community pride. The textile industry of Pakistan has blended these pillars of cultural identity with modern tools and techniques to deliver fast fashion and home accessories, rapidly evolving its pace in synchronisation with the growing pace of middle-class aspirations, bringing higher value to a wider range of consumers by offering ready-to-wear at an affordable price.
However, these brands are much more than symbols of culture; they are influencers of changing lifestyles. The evolution of fashion often mirrors broader social changes, from shifts in gender roles to movements for sustainability and body positivity. This adaptability ensures that textiles remain relevant. The local collections stemming from brands in Eastern and Western wear are strong indicators of shifting societal preferences.
Khaadi fuses with Gen Z
The average young person in Pakistan today finds solace in wit, and the clothing brands integrate with this consumer by opting for a design sense that embraces wit, humour and a touch of irreverence. Textiles also play a vital role in everyday styling, serving as a medium for personal expression and social interaction.
Daily wear, from simple shalwar kameez to contemporary fusion outfits, allows individuals to convey their identities while adhering to societal norms. This everyday use of textiles fosters a dynamic fashion landscape where tradition meets modernity.
The occasions for wearing clothes are many, and in Pakistan, textiles hold immense significance in rituals and ceremonies. Weddings, religious events, and festive occasions are marked by elaborate and vibrant attire, showcasing intricate craftsmanship and traditional designs. For example, in the bridal market, individual designers compete in designing premium wear, using rich fabrics and opulent embroidery.
Religious events such as Eid see families donning new, often handcrafted garments, reinforcing communal bonds and cultural identity.
Technological advancements in the textile industry have boosted its adaptability and it is focused on enhancing affordability given cost-of-living pressures and also on delivering innovation in textile production and design philosophy through advanced manufacturing techniques to cater to young consumers who see themselves as true global citizens.
Designers and fashion influencers play a crucial role in shaping trends, particularly among the young. Designers such as HSY, Mohsin Naveed Ranjha, Ali Xeeshan, Deepak Perwani and many more set the direction for luxury fashion brands in Pakistan, while the ordinary public opts for the unbranded sector for luxury wear. Fashion influencers leverage social media to showcase these trends, making fashion more accessible and driving its evolution. Their impact fosters a dynamic fashion landscape where personal expression and cultural heritage co-exist and flourish.
Generation leverages inclusivity
Textile brands also wield significant influence over popular culture. Brands like Gul Ahmed, Khaadi, Alkaram, Ethnic, Sapphire, J. and Nishat are not only ambassadors of fast fashion but cultural icons setting standards for style and quality. Textile brands ride the pop culture wave by capitalising on emerging trends in colour choices, cuts, designs, prints and fabric choices and are becoming more inclusive by highlighting global themes of diversity, body positivity and the latest fashion aesthetics. Not only are they dialling up their product game, but they are also becoming ambassadors of new ideas, bringing global trends home.
A quick review of the collections from major Pakistani brands showcases practicality at the heart of design aesthetics, with options catering to diverse social values and fabrics, keeping seasonality in mind. Appealing to conservative and liberal consumers, they offer a range of products from traditional attire with multiple lengths and cuts stemming from the same prints to target a wide range of customers. Embracing technology and innovation, the industry is equipped to blend new design philosophies, techniques and trends, ensuring it stays relevant while preserving heritage.
Ultimately, the vast potential of textiles posits the sector as a cornerstone of Pakistan’s economy and a dynamic means for cultural expression and social growth. Simultaneously, the textile sector shapes, and is shaped by, changing consumer behaviour, solidifying its tangible role at the heart of Pakistan’s socio-cultural fabric and economic evolution.
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