Models flaunt Sindhi, Balochi dresses at Mehndi Extravaganza

Pakistani rural women’s first-ever fashion brand ‘Sughar’ was launched by the Participatory Development Initiatives (PDI) on Friday.
These women from remote villages of Sindh and Balochistan are skilled in making embroidered materials, but their work is not promoted at the national level because they lack the capacity to market their products.
To introduce the rural women’s work in the national market, PDI launched Sughar and organised a fashion event ‘Mehndi Extravaganza’ on Friday.
In the show headed by renowned fashion designer Parkha Khan, celebrated models walked the ramp flaunting the beautiful dresses made by the rural women of Sindh and Balochistan’s tribal areas.
By launching this brand, PDI intends to provide the embroidered materials by these women much-needed space in the local market as well as to ensure that they gain enough profit and ideal customers.
PDI aims for Sughar to become Pakistan’s first-ever brand that is created, designed and owned by rural women, increasing their confidence and self-respect as well as empowering these women to take charge of their lives.
Women from Sindh’s rural villages attended the fashion show and expressed their pride and delight over the momentous launch of Sughar.
Others in the audience also showed an interest in Sughar products, which include trendy hand bags, clutches and dresses beautifully embroidered by rural women.
The designs and patterns of the Sughar brand products are inspired by the traditions and the folklore of Pakistan.
Famous actors Javed Sheikh and Behroze Sabzwari as well as top models and fashion designers participated in the extravaganza.
Eight fashion designers, including the people behind such brands as Mona J, Nukti Dana and DewDrops Couture, were part of this grand fashion show.