The luxury of lingerie
- Lingerie came to town with a show that has been much whispered about even though nobody’s talking
- By Muniba Kamal
The Pakistani woman has always been somewhat deprived of that essential department of clothing, that is underwear. It’s a whispered word, barely ever advertised and if so, only without a face. In the absence of advertising, there has rarely been any branding. The discrete chain of shops, called Intimate that sells the Triumph brand started up and the whispered word spread through the female populace. “Go check it out”. And when one did, so many years ago, it was disappointing and almost homespun. The emphasis was on comfort and longevity as opposed to flirty and aesthetically pleasing. Matronly bras and briefs manufactured keeping only the necessity of underwear in mind, with no thought to aesthetic pleasure. There was nothing triumphant about Triumph, though one has to say they have constantly improved.
And then a revolution of sorts started. Small shops started to sell alluring inner wear. Cosmetic shops, supermarkets and designer boutiques started stocking them as and when they could get them in. G-strings hit the market in small select doses and now, this trickle is all set to become a running stream if not a flood. With the Marks and Victoria shops, with a respectable if not phenomenal selection from Marks and Spencer and Victoria’s Secrets, starting to do roaring business, four more lingerie brands have made their way to Karachi. Inner Wear, a shop in The Plaza in Clifton is stocking selected underwear essentials from Barely There, Bali, Playtex and lastly and most importantly from Wonderbra. To launch with a bang, at least amongst the ladies, they had an all–woman lingerie show that was attended by two hundred potential clients.
The show wasn’t really a showstopper. It was more of an intimate gathering. It was a show by women and for women at the swimming pool of a local establishment. There was tremendous security. No one was allowed in without a card and all mobile phones had to be deposited at the entrance. Inside, models sashayed down by the side of the pool in camisoles, briefs and some very funky pyjamas and lingerie. However, it must be said that despite the presence of four brands, there wasn’t much of a choice. There was one stray turquoise set, but mostly the colours available are black, white, beige and the palest pink. Ho hum yawn, but the designs are lovely, especially those by Bali and Wonderbra. Playtex and Barely There are more about practicality than anything else. Developed countries have their Triumphs too.
As for the models, some girls were shy and others super confident. But it was nice to see the shyer ones visibly relax after doing two rounds of the ramp. One model was pregnant and it was heartening to see her walk serenely down the runway although we wish she hadn’t worn heels. The women in the audience were supportive. Cheering the girls on without ever jeering and no smart alec comments passed.
However, the styling was weak. What Pakistani stylists haven’t learnt yet is the art of body make up. Legs don’t glisten naturally on the runways of Paris and Milan. They are made to shimmer and glow. This show needed that visual effect, more so because there was no ramp and therefore no distance between the audience and the model. And distance is important to fashion; it makes the art of perfection possible.
However, all in all, it was a welcome event. Yes, we all live in the modern world, but such events for ladies are necessary. The zenana quarter must be brought into modernity until such time as liberalism floats freely in this time and space.
Inner Wear
The Plaza,
Clifton, Karachi
Jang - Sunday Edition 
