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The Business of Lawn: How It Became Pakistan-S-Fashion Empire

• September 03, 2025
• Sohail Ladies Tailor

 

In Pakistan, every spring season starts with the word lawn. Once it was just a fabric that was used in summer to survive the heat, but now it has become a business. It has now become the whole fashion season where people have done photoshoots; the collection arrives before summer, so that people can buy them.

In Pakistan, it is more than a fabric; it has become a trend now. Now look at the business side of lawn, why lawn dresses sell more than any other in summer. Now brands are competing with each other, making new designs and prints to sell more clothes; this is also called “lawn wars”.

The rise of lawn: more than just cotton.

In the 2000s, the lawn became more popular in Pakistan; this is due to its beautiful prints and good fabric. The photoshoot of models in different places, like Skardu and seaside sites, attracts people to buy these items. These clothes are simple and comfortable, but the photo shoot and their accessories make them look luxurious. The lawn has become more popular as women start spending money and interest in fashion. The latest design has become a part of the fashion lifestyle for women.

The money machine of the lawn:

Lawn business is like a game. Where handmade clothes and tailored clothes sell in few numbers, lawn suits sell in huge numbers and earn a billion in profit each year.

• Small profit, big volume:

A brand that sells lawn suits may earn a small profit per suit, but when they sell 100s or 1000s of suits in one launch, they earn a lot of profit. Things made in bulk cost less than usual. Suits that are made in a bunch have lower lace, dupatta, and sewing costs than one suit. They add more fancy things to suits, which does nothing but increase their selling rate.

 

 

• Power of timing:

Timing matters a lot if you want to become successful in life. Brands use this strategy as well; they made clothes before summer, launched them, did their photo shoot and set their prices. This will help them to increase their selling rate and prevent them from the last-minute rush.

• Complete supply control:

Many big brands make their own fabric and make a deal with other factories for a whole season for printing and making. This will help them reduce the cost of the suit. Since there is a middleman, their work gets done faster and at a cheaper price.

The Desi way of selling lawn:

Lawn suits are sold everywhere. You can see these suits on brands, outlets, local markets and even online. This will help buyers to buy it from anywhere where they find it easy. Many overseas Pakistanis often buy them in bulk or order them online.

The main reason for their high selling rate is that they respond quickly and let them know which colour or design is more in demand in the market, so that they can make more clothes like that.

How lawn designs are made:

Customers have some ideas about what they want, but they don’t have enough time to search for it. So, these brands use this trick to make all these things in one suit.

That’s why brands focus on:

• Shirts are made with ready-to-cut, clears lines for cutting, an almost made neck design and a border which saves a lot of time and fabric from waste.
• They made a high quantity of colours in dresses, like they make dark, pastel, and all colours designed for all customers.
• They often make chiffon or silk dupatta that can enhance the dress's look and make it look luxury.
• They made a good and attractive contrast in dress.

These little things push customers to buy clothes.

Why do people buy more lawn?

Here are some reasons why people buy more lawn than other fabrics:

• Lawn is affordable than other fabrics. People can buy two items of clothing in a season, and it is very costly, whereas lawn is very cheap so that women can buy it again and again.
• The summer season last longer in Pakistan, so lawn is perfect to deal with these hot days. Even these lawn dresses with a fancy dupatta can be worn on parties and weddings as well.
• Lawn suits take less time to stitch than other dresses. So, it is preferable.
• Many celebrities promote lawn, so people buy it because influence of the celebrities.

Lawn war:

There is a huge competition between different brands, which is also called ‘lawn war’.

• Launching:

Many brands always try to launch their items first because whoever launches first sells more.

• Price range:

Brands put a reasonable price so that customers can be attracted. They sometimes lower their cost when they see that their selling rate is not good.

• Few items:

Brands often use this strategy they telling customers that there are a few items of some pieces, so everyone buys them in fear of losing a chance to get them.

• Delivery system:

Brands that have a strong delivery system, quick response, and easy pick-up have a high rate of sales.

 

Behind the latest lawn dress design: Tailoring, challenges, and trends.

The latest lawn dress design is more than just a fabric. It connects tailoring culture and brands, because people know that their dress will be ready in 2 days and ready to wear. But sometimes brands face difficulties like copying their design, overpopulation, and the rising price of cotton.

While keeping themselves trendy, they make new designs, prints, fabrics and textures. This will make their work more difficult. In the end, ‘latest’ doesn’t always mean something new; it means creative drops, seasonal moods that keep the suit exciting for a whole season.