With the joyous festival of Eid-ul-Fitr set to be celebrated on Monday, a bustling wave of shoppers has engulfed the capital’s premier malls and markets.
Amidst the flurry of last-minute purchases, a striking trend has emerged—Pakistani outfits have taken centre stage, overshadowing their Indian counterparts, which once held a formidable grip on the Eid fashion scene.
Retailers across Dhaka report an unprecedented demand for Pakistani three-piece ensembles, their exquisite embroidery and intricate zardozi work captivating the hearts of fashion-conscious women.
Once a dominant force in the Eid wardrobe, Indian apparels seem to have retreated into the shadows, making way for the rising popularity of Pakistani styles.
Rushnara Ferdousi, a devoted Eid shopper at Bashundhara City Shopping Mall, shared her newfound inclination towards Pakistani fashion.
“Earlier, I used to travel to India for Eid shopping, but due to visa restrictions, that’s not possible now. Moreover, I find the cutting, embroidery, and zardozi work on Pakistani dresses very appealing,” she said, adding that while she indulged in two lavish Pakistani three-piece suits, she still intended to purchase a saree from renowned local brand Deshi Dosh.
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The city’s vendors are capitalising on this sartorial shift, bringing forth a selection of Pakistani labels that now adorn the shelves of Dhaka’s boutiques.
Shoppers eagerly gravitate towards celebrated brands such as Agha Noor, Marshal, Karishma, Zohrakool and Tawakkal, drawn to their flowing silhouettes and the luxurious drape of their dupattas.
Despite the sweeping popularity of Pakistani attire, Bangladeshi brands continue to enjoy a loyal following.
Nasreen Haque, perusing collections at La Reve in Mohammadpur, remains steadfast in her commitment to homegrown fashion. “These brands maintain international standards. Why should we spend money on Indian or Pakistani outfits when we have such quality options at home?” she asserted, praising the craftsmanship of local favourites such as Aarong, Deshi Dosh, La Reve, Cats Eye, Sara, and Artisan.
For designers at the helm of Bangladesh’s fashion industry, preserving indigenous heritage through clothing is a mission that transcends seasonal trends.
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Biplob Saha, renowned fashion designer and proprietor of Bishwo Rang, underscored this sentiment. “Our designs reflect our heritage. This year, our Eid outfit’s theme is inspired by Isa Khan’s zamindar estate. We must all contribute to preserving our traditions,” he said passionately.
Industry insiders attribute the meteoric rise of Pakistani fashion in Bangladesh to a confluence of trade realities and evolving media influences.
Tony, owner of Sanvee’s by Tony, remarked on the changing dynamics of the apparel trade.
“Importing Indian clothing has become more challenging due to trade restrictions and visa issues.
Meanwhile, Pakistani TV dramas have become immensely popular, influencing consumer preferences,” she observed.
But, the allure of Pakistani attire comes with its own set of challenges. “Pakistani outfits come at a higher price than Indian ones, mainly due to superior fabric quality and intricate designs. Though counterfeit Pakistani clothing is also in circulation, making it difficult for shoppers—even retailers—to differentiate between genuine and fake products,” Tony added, cautioning discerning buyers.
The influx of foreign apparel has also raised concerns among Bangladesh’s fashion entrepreneurs, who grapple with soaring operational costs.
Azharul Haque Azad, President of the Fashion Entrepreneurs Association of Bangladesh and owner of Sadakalo, pointed out a stark reality. “Foreign apparel floods the market because of lower import duties, whereas local fashion entrepreneurs face higher operational costs,” he noted.
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Echoing a call for consumer responsibility, fashion entrepreneur Afsana Ferdousi urged shoppers to rally behind local designers.
“Buying local fashion not only sustains businesses but also strengthens the economy. Each purchase is more than a transaction—it’s a fight for survival for local entrepreneurs,” she emphasised.
As Dhaka’s shopping malls remain abuzz with eager customers, the contest between international and local fashion continues to unfold.
Whether draped in the intricate weaves of Bangladeshi heritage or the ornate designs of Pakistani couture, one thing is certain—Eid fashion in Bangladesh is as vibrant and dynamic as the spirit of the festival itself.