VIRAL: Lawn pre-booking, not sale, goes wild


A stampede was witnessed at Élan’s lawn pre-booking event in which both men and women can be seen fighting to move forward into the store.

According to details, Élan held pre-bookings of their latest lawn collection online and on locations in Karachi and Lahore starting Friday. Viral videos making rounds on the internet show women jumbled up in a crowd trying to enter the store and witness the lawn launch.

There was apparently an urge among the attendees to book the season’s new prints and be the first to wear them. Large crowds gathered in each city to get their hands on this year’s newest collection. While Karachi’s event was organised, there was no order in Lahore.


An attendee made a video of the frenzy that took place during the pre-booking; there was shoving, pushing, yelling and even some property damage.

The video instantly went viral on social media with many citing concern over lawn sales in the country.

Reacting to the videos, the designer brand founder Khadijah Shah said those who are passing judgement on the people at the launch should self-reflect. “”Our customers are our pride and joy, They are free to be passionate about what they like. Those who are passing judgement on them should self-reflect,” she added.

Shah went on to thank all the customers, saying there was enough stock for the next few days. “Please take care of yourselves, don’t put yourselves or others in harm’s way, be happy and stay safe.”

This is not the first time a lawn event has caused frenzy in Lahore. In 2015, Sapphire had a lawn sale where women could be seen fighting with each other to buy their favourite prints.