No doubt it is an age of fashion. In Pakistan, the fascination of fashion is particularly too strong among youth these days. All of us are well aware of the social importance of fashion. The craze to look smart, fashionable and up to date is becoming very common among the teenagers. The main causes of this fever of fashion are attractive advertisements and promotions of garment industries, TV commercials and films. Media is also playing a vital role in affecting and capturing the imaginations of people. Shopping dresses, footwear’s, perfumes, and fabric are being imported in plazas and markets have sprung up every where. Due to which the demand of foreign things are being increasing day by day. Especially the cosmetics, dresses, perfumes, footwear’s and fabric are being imported in large quantity. People in cities seem to have given themselves away to shifting fashions. Now a days fashion is moving like windstorm. The glitter of fashion advertisements makes everything look like gold which is attracting everyone towards it. The growth in advertisement sector has brought a tremendous change in educating people to divert towards the western fashion all the way. As soon as some new fashion in clothing or in shoes is introduced in Europe, the other day it is seen in local market and the customers are ready to buy it without showing any hesitation to its price. The movies are the main source of promoting the new styles and the viewers are convinced to follow the shown fashionable stuff. The fashion items among the ladies are discussed in a day to day routine.


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