It was only inevitable that Elan lawn’s many customers reeled in shock when the brand announced that the unstitched suits would now be retailed, post Eid. Even though the release date was only about two weeks before Eid, a rushed trip to the tailor could ensure that the outfit would be Eid-ready, right on time. These suits were duly pre-booked through the website and individual retailers, with delivery slotted to begin around the 30 th of April, which was a few days ago. Given Pakistan’s penchant for unstitched designer lawn and the popularity, particularly, of designer label Elan’s annual lawn collections, the outfit du jour for many was an elaborate Elan lawn suit. But even in these dark times, many consider a beautiful, celebratory Eid outfit a highlight. Marketplaces are shut off in the evenings and an impending lockdown will put a halt to all the panicky trips to the bazaar that used to precede the day before Eid. Much of this hype has waned during the reign of the coronavirus.
Marketplaces would be lit up through the night and retailers would happily haul in more profits than they did through the rest of the year. In the pre-corona world, the quest for achieving the perfect Eid look used to lead to frenzied trips to the bazaar and umpteen calls to tailors who would work through nights getting wardrobes ready.
Selected after much deliberation and planned out in advance, they are a main highlight of the festive season. Eid outfits can trigger a wealth of emotions.
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