Fashion Influencers are Becoming Cultural Ambassadors

Written by Myra Shah

Each province in Pakistan has distinctive fabric heritage, such as the Sindhi ajrak and Punjabi phulkari. Pakistani fashion influencers have blended cultural identity with modern tools to rebrand Pakistan’s global image. Social media is no longer only about entertainment for us, it is also where we learn about culture, identity and trends.

Some examples of famous fashion influencers in Pakistan include, Zain Ahmad the founder of a Pakistani clothing brand ‘Rastah’ that has gained international recognition. Zain’s designs have been worn by famous influencers including Justin Bieber and Anwar Hadid.

Moreover, model Mushk Kaleem, frequently represents Pakistan while walking runways abroad, talking about inclusivity. This made us brown teens who feel left out from the beauty standard, feel seen as she has redefined the “ beauty standard”

These creatives have made Pakistani fashion more accessible to us, younger generations eg. by pairing khussas with jeans. This also attracts international audiences who want to incorporate cultural elements into their fashion style. These steps keep our culture alive, while making it a part of everyday fashion.

Fashion influencers play a critical role in highlighting the diversity between the different regions of Pakistan, as many feature regional designs in their content, allowing viewers to witness the wide spectrum of Pakistani culture through a single scroll of their social media accounts. This plays a significant role as it was found that 82% of people are highly likely to follow influencer recommendations (Berger, 2016)

Pakistani wedding fashion has gone viral on social media platforms such as Tiktok and Instagram and led to Pakistani designer’s work being featured in bridal magazines as well as representing South Asian culture. Influencers like Sarah Sarosh frequently incorporate Pakistani elements in their content, this demonstrates the influence of our fashion across borders.

Apart from clothing fashion, influencers like Hania Amir have used their reach not only to showcase fashion, but also to promote mental health awareness and body positivity – topics that really matter to us as teens. Fashion influencers elevate Pakistan’s global image and positively affect the economy by highlighting small businesses that contribute to the country’s creative economy.

Furthermore, many influencers are now invited to international fashion weeks and exhibitions, further cementing their status as cultural ambassadors. The power of Pakistani fashion influencers is growing rapidly and this comes with great responsibility. It is essential influencers promote sustainability and ethical practices. Influencers like Anoushay Abbassi’s blend of fashion and advocacy for supporting local artisans makes their influencer role highly crucial.

In today’s day and age, teenagers are growing up in this digital world where perceptions are shaped by information available on the internet, especially social media. Pakistani fashion influencers have become trendsetters, story tellers and identity shapers. Through every post, reel, OOTD (outfit of the day) pictures they are transforming how the world sees Pakistan. Clothing in Pakistan is a powerful expression of national pride, cultural identity and centuries old craftsmanship.