Mahira Khan is trying to blaze trails with her new fashion and lifestyle blogging website, she claims to engage with women of all shapes sizes and social backgrounds.
However, in an overly saturated market, one has to garner the attention of a divergent audience by resorting to a cascade of marketing gimmicks. In its initial stages, the blog released a fully immersive and relevant video that succeeds at being approachable in its portrayal of women empowerment. Mahira distills this message with the help of her fellow colleagues followed by their description of what ‘all women should’ do. It is catchy, it is clever, and it is filled with the perception of everyday women. Mahira’s vision gets brownie points for originality and her keenness to represent herself through an abundance of social causes. She is one of the few ‘woke’ actresses who recovered from the fall back of a misleading ‘Veet’ advert by raising awareness for the plight of Afghan Refugees. *Video Source: Mashion.pk* Not to sound reductive of someone’s charitable spirit but the mash-up of ‘all women should’ came across as the perfect mixture of a balanced feminist narrative. It was very much inoffensive to those who have a patriarchal frame of mind in the industry and soothing to those who need every excuse to jump on the feminist bandwagon whenever they see one approaching. Every blogging website is trying to attach itself to something meaningful, a social cause to give an added feeling of purpose to their customers. Nike’s employment of Kolin Kapernick as their brand’s spokesperson politicised their branding image in a calculated risk, which is a prime example of this assertion. Such a norm begs the question of how clothing apparels and accessories can complement one’s dedication to a certain cause or lifestyle. Nevertheless, people are attracted to those sort of marketing tools. They not only respond to them but it allows the blogger to audaciously claim that buying from them means these people have contributed to something bigger than themselves, they are a part of something bigger than themselves. Mashion’s video targets exactly such a consumer base. Mahira Khan seems to entrench this idea into her new blog-style website Mashion, where the online community is rallying women together, providing ‘inspiration on fingertips’. So what happens when celebrities take up blogging? With the right outlook, consumerism can just rear its prettier head. Let’s just hope with time Mashion does just this and stays true to this video uploaded in the early marketing stages of the website.