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When did we break up with the fashion editorial?



Week after week, Instep goes through hundreds, if not thousands, of fashion and style images, and finds itself decidedly unexcited more than half the time. Is Pakistan’s romance with high fashion over?

Do you remember the first time, when as a child, you tasted mint for the first time? In the 1980s, Polo was a curiosity. What was this flavor, so sharp, cool, bright like starlight in your mouth?

40 odd years later, mint may remain a favorite taste, but has lost its luminescence.

Pakistani fashion may not be comparable to mint at all, but the more style evolves in the country, the demurer our fashion houses and retail brands seem to be with their presentation. While in 1986, a heavily-kohled, red-lipped Atiya Khan might have stirred emotions and imaginations, including those of the far right, in 2022, we’ve seen it all and done it all and everyone has an established sense of what they want to see more or less of.

When did the fashion editorial become a luxury we can no longer afford? We have seen fashion shoots in Pakistan’s print from the times when it was just Teejay’s, Generation, Sundip, to when fashion giants like Maheen Khan and Rizwan Beyg made their presence known. ‘90s lightheartedness brought with it fun street shoots, with models enjoying breezy phone calls on Telecard payphones, or the stark minimalism of neutrals shot against a plain background. All modern, all fun, all about the post-‘80s buoyancy.

The 2000s saw incredible photographers like Rizwanul Haq and Kohi Marri join the ranks of fashion and art photographers like Tapu Javeri, Arif Mahmood, Khawar Riaz and Ather Shehzad.

Photography was going digital. There were so many more ways to manipulate light. There was great work to be done in and out of the studio. The fashion was constantly challenging us to keep up, the styling of shoots – whether dark or more bubblegum pop – demanded attention. Post-edits were a ‘thing’. For fashion in Pakistan, the previous decade proved to be more fertile.

As the years have worn on though, we have to say that while the fashion has evolved, become more forward-looking, even more accessible, it has become more goal-oriented. The goal, of course, is to make sure experiments have more finesse, and the top and bottom lines are aligned. This means, brands have to make more sales. To make more sales, of which digital transactions saw a 45% growth in the last year in Pakistan (source:, landing cumulative sales at almost $5.9 billion, brands must, and should, focus on ensuring their customers know what they’re buying. For that, we will need to see a front, back, profile and detail shot. And since that is where we want to grow the market, some – or most – brands will be content just putting out a technically correct, aesthetically pleasing catalog shoot of their wares.

Stylist Tabesh Khoja expands on this: “I have suggested to different designers to make a capsule collection and build a shoot around it, but I’m usually told ‘no’. They’re fine with what they’re putting out as long as it is getting sold.”

Khoja collaborated with designer Adnan Pardesy just recently for an editorial featuring denim. The initiative wasn’t Pardesy’s as one expected, but Khoja’s, who prompted the designer to create a few pieces for an editorial he had in mind.

“As people in the public eye, I feel like we have to kind of lead by example. When I curate my own Insta feed, I will make sure I’m putting out what my style, or my ‘brand’ if I may, is. Doesn’t it make sense for actual fashion labels to do the same?”

Here the debate forks into two different paths: one is digital curation to establish brand identity, the other, of how brands present their actual product. Some labels – albeit not couture brands – have remained committed to revitalizing their look and feel to fit the consumer they are catering to. Outfitters is a great example of this. Always a youthful label, in the last few years the retail fashion brand has changed the visual language, and actual language to communicate with the demographic they’re focusing on. The bright and shiny images of 10 years ago have been replaced with moody sets, moodier models, and a definite shift towards more androgynous looks.

Then there is the digital curation: if you haven’t already seen it, GENERATION’s Khadija Rehman has a gorgeous Instagram presence, with carefully composed grids and beautiful individual images. Similarly, photographer Tapu Javeri’s Instagram is bright and light: travel photos, fashion throwbacks, casual hangs. Without knowing either in any depth, you can easily pick on Rehman’s very artistic bent, and Javeri’s adventurous, tongue-in-cheek one.

Javeri has had perhaps more than everyone’s share of fun and creativity in fashion, his career beginning with more notable arcs in Pakistan’s fashion history. His work has gone from glam to experimental to really taking to digital manipulation. Of course his Instagram is stunning.

What you won’t really see anymore is a fashion shoot by Tapu Javeri. Javeri is very clear on the fact that fashion editorials have ceased to exist, and the reasons why as well.

“It’s simple,” says Javeri. “Print isn’t exactly around to support the kinds of visuals that a fashion editorial is made of. I have recently seen a very good-looking issue of Destinations Magazine, so if we get more of that kind of platform, the editorial might just make a comeback.”

Along with brands being able to sell online, photographers, stylists, and makeup artists can now also publish their own work. Work done off-assignment will always be freer and bear more of the artist’s mark than a client’s. If we quickly look up fashion photographers currently on major social platforms, we will find their work beautiful, but won’t see a similar quality in the formal shoots that are put forward.

Labels like Rastah will still take a chance with an offbeat shoot; a well-established couture designer with one iron in the retail fire will prefer to catalog.

“In recent years the ‘campaigns’ that are shot are for lawn,” says Javeri, “after you’ve done a few, you’re done. Me, Arif (Mahmood), we are sort of done with that kind of work.” Javeri does point out that he shot one of Wardha Saleem’s latest campaigns because it was offering a different look at locations in Pakistan.

That said, if we are to pay attention to Aamna Isani, Pakistan’s foremost authority on fashion, there are plenty of fashion editorials still being shot.

“Lots of stylists working with younger photographers would disagree that editorial shoots have died,” she says. “Lawn brands would insist that they spend millions on the creative development of their annual summer lawn shoots. At the end of the day, the editorial shoot looks dead because fashion innovation is dead.”

Isani has a point, but again, just because a shoot’s cost went into millions, doesn’t mean it was fashion forward in any way. Even beautifully shot in the most exotic surroundings, a lawn catalog remains a catalog.

As print becomes somewhat secondary to digital, though not completely, younger creatives do want to work untethered and promote their style on their own terms. There are a lot more people spilling into all creative fields, and they demand fair compensation for their work. Fashion or photography or styling is no longer a side hustle: it’s a full-time career.

Ultimately though, as Tapu Javeri puts it, “all creativity needs an outlet. I don’t like looking at things on Instagram myself, unless I must, and then too it’s on my iPad. That 2×2 pane somehow doesn’t have the pull of seeing your work – or anyone else’s – in print. So, you never know.”

Khoja is a little more unforgiving.

“There are still creative people who want to work on more creative projects,” he says. “We don’t need a fashion glossy to put out the kind of work that we want to do. We can put it online, or we can find likeminded cohorts who will find a way to give the work a solid presence.”

This may seem like a lot of bellyaching just because brands are being smart with their assets and capital, and putting them into worthy endeavors like bigger stores, or a more persistent digital media presence, but it comes from a place of love.

For anyone who has ever looked at and to a Vogue, Elle, or ever Cosmopolitan with devotion, catalog-style editorials are – how can one put this eloquently – just sad. We want to see the clothes, but we also want to see the essence of the brand, the soul of the clothes, be compelled to replicate that look, know what to aim for when we are in that mood, and sometimes just to look at another artist’s work. Fashion is aspirational, sure, but it is more inspirational, at least to the masses, and we need a source point to understand what every turn and curve means. Yes, there are bigger problems in the world, but you still gotta dress up to face them, right?

While fashion in Pakistan has evolved, become more forward-looking, even more accessible, it has become more goal-oriented. The goal, of course, is to make sure experiments have more finesse, and the top and bottom lines are aligned. This means, brands have to make more sales. And since that is where we want to grow the market, some – or most – brands will be content just putting out a technically correct, aesthetically pleasing catalog shoot of their wares.

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Exploring the Mystique: Night Cloaked Deck



Exploring the Mystique: Night Cloaked Deck

A night cloaked deck carries an enigmatic allure, a veil of mystery draped over its wooden expanse. As shadows dance and moonlight cascades, it transforms into an ethereal stage for solitude, contemplation, or revelry. Delving into the secrets and stories concealed within this nocturnal realm unveils an intriguing journey.


The night cloaked deck beckons, shrouded in darkness, yet holding a unique charm. Each step across its boards whispers tales of mystique, inviting exploration into its nuanced beauty. Let’s embark on a guided tour through this intriguing domain.

Night Cloaked Charm

The night cloaked deck, an extension of the home, possesses a unique allure. Its charm lies in the interplay of darkness and subtle illumination, creating an ambiance unlike any other. Imagine the quietude enveloping this space, offering solace and a canvas for myriad emotions.

Moonlit Serenity

Under the soft glow of moonlight, the deck transforms into a sanctuary of serenity. Its wooden slats, bathed in silver hues, create an enchanting environment for relaxation or intimate conversations. Embracing the tranquility of these moments becomes a captivating experience.

Ambient Delights

The night cloaked deck amplifies the sensory experience, engaging not just sight but also sound and smell. The rustle of leaves, the gentle breeze, and the scent of nighttime blooms contribute to a symphony of nature, enhancing the ambiance.

Mysterious Encounters

Occasionally, the night cloaked deck becomes a stage for inexplicable occurrences. From rustling unseen presences to the flicker of distant lights, inexplicable encounters add to its mystique, leaving occupants in awe of the unknown.

Haunting Inspirations

The obscurity of the night invites contemplation and sparks creativity. Writers find inspiration, artists capture ethereal scenes, and dreamers weave tales under the night’s shroud, drawing from the mysterious allure of the deck.

Nocturnal Reflections

As nightfall descends, the deck becomes a mirror to one’s thoughts and emotions. It’s a space for introspection, where the silence echoes personal reflections, fostering a deeper connection with oneself and the surrounding world.

Ethereal Connections

The night cloaked deck serves as a bridge between the earthly and celestial realms. Stargazers find solace in celestial observations, connecting with the cosmos while grounded on this earthly platform, blurring the boundaries between the mundane and the divine.

Whispering Shadows

Shadows cast by the night cloak hold their own secrets, dancing to the rhythm of the night. Their movements create an ever-shifting landscape, enticing occupants to interpret and derive meaning from their elusive whispers.

Cosmic Conversations

Engaging in conversations on the night cloaked deck feels otherworldly. Discussions under the vast expanse of the night sky infuse a sense of profundity, fostering dialogues that transcend the ordinary, tapping into deeper realms of thought.

Midnight Revelations

In the midnight hours, the deck becomes a confidant, witnessing personal revelations and epiphanies. It’s a space where individuals confront their truths, finding solace in the silent embrace of the night.

Unveiling the Night Cloaked Deck

At first glance, the Night Cloaked Deck appears as a symphony of darkness woven into each card. However, beneath this mysterious facade lies a rich tapestry of symbolism and storytelling. Each card whispers tales of ancient wisdom, drawing inspiration from esoteric knowledge and mythological narratives.

The Intriguing Origins

Understanding the Night Cloaked Deck requires delving into its origins. Legends trace its genesis to clandestine circles of mystics in medieval Europe. It is said that these cards were crafted by secretive artisans who infused them with hidden meanings, often serving as a conduit for divination and introspection.

Decoding the Symbolism

The Moonlit Arcana: The Night Cloaked Deck’s symbolism thrives in the shadows. The moonlit arcana carries the essence of the deck, depicting celestial bodies, nocturnal creatures, and veiled figures. Each card whispers ancient wisdom, offering insights into the unknown realms of the subconscious.

Esoteric Encryptions:

Encoded within the intricate designs are esoteric encryptions, a cipher that reveals itself to the initiated. Symbols intertwine, forming a language that transcends the ordinary, inviting the seeker to unravel profound truths hidden within.

The Allure of Interpretation

Interpreting the Night Cloaked Deck transcends mere divination; it’s an art form that requires intuition and understanding. Each draw tells a unique story, a narrative shaped by the symbiotic dance between the seeker’s energy and the cards’ enigmatic messages.

The Unraveling of Mystery

Unveiling the secrets of the Night Cloaked Deck requires patience, reverence, and a willingness to embrace the unknown. Its enigma beckons those who dare to embark on a journey of self-discovery and introspection.

Embracing the Night Cloaked Wisdom

In a world often cloaked in the mundane, the Night Cloaked Deck emerges as a beacon of mystery and enlightenment. Embrace its whispers, decode its symbolism, and unravel the profound mysteries it holds within.

Journey into the Shadows

The Night Cloaked Deck isn’t just a collection of cards; it’s a gateway to a realm where mystery and wisdom converge. Each shuffle, each draw, is an invitation to embark on a transformative journey, guiding seekers through the labyrinth of the subconscious.

The Final Revelation

In a universe brimming with enigmas, the Night Cloaked Deck stands as a testament to the eternal pursuit of knowledge and enlightenment. Its cryptic allure remains an eternal beacon, guiding those who seek to navigate the shadows and embrace the profound revelations within.


  1. Is a night cloaked deck suitable for all weather conditions? Yes, but regular maintenance is crucial to withstand different weather elements.
  2. How can I enhance the ambiance of my night cloaked deck? Adding soft lighting, comfortable seating, and potted plants can elevate its charm.
  3. Are there safety measures to consider for a night cloaked deck? Ensuring sturdy construction, proper railing, and adequate lighting are essential for safety.
  4. Can a night cloaked deck affect property value? A well-designed and maintained deck can potentially increase property value.
  5. What materials are ideal for a night cloaked deck? Durable wood, composite materials, or treated lumber are commonly used for decks.
  6. How can I protect my night cloaked deck from environmental damage? Regular cleaning, sealing, and timely repairs help protect the deck from wear and tear.
  7. Is it advisable to use the night cloaked deck during extreme weather conditions? It’s safer to avoid the deck during severe weather conditions to prevent accidents.
  8. Can I personalize my night cloaked deck? Yes, adding personal touches like decor, furniture, and color schemes can personalize the space.
  9. Does the size of the deck impact its overall allure? While size matters, optimizing the space and its functionality play a significant role in its appeal.
  10. How do I maintain the tranquility of the night cloaked deck? Regular upkeep, minimizing clutter, and creating a serene atmosphere contribute to maintaining its tranquility.


A night cloaked deck embodies an otherworldly charm, weaving together elements of mystery, tranquility, and inspiration. As it stands silently under the cover of night, it offers a canvas for personal introspection, creative pursuits, and serene moments, becoming a cherished sanctuary within one’s home.

The allure of this nocturnal domain lies not just in its physical presence but in the stories, inspirations, and connections it fosters, making it an integral part of life’s journey under the night sky.

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A Beginner’s Guide to Renting a Luxury Cottage For The Holidays



A Beginner's Guide to Renting a Luxury Cottage For The Holidays

Holidays offer an excellent opportunity to unwind and connect with family and friends. While high-end hotels sometimes feel impersonal, a luxury cottage rental can provide a more authentic and comfortable experience. 

Plenty of lavish cottages are available for rent, but weighing various aspects before settling on the ideal one for your getaway is essential. This guide is tailored for beginners looking to spend their holiday in a luxurious cottage.

1. Check Legal Complications 

When selecting a luxury cottage, examining its legal aspects is crucial. Many luxury cottages offered for rental have a lease or rental agreement with a set time limit, which safeguards both parties. If you plan on renting a luxury cottage, it’s essential to have this agreement reviewed and validated by a qualified attorney before signing it. 

Within the rental agreement, check for details such as the names and addresses of the parties involved, the monetary amount, and the duration of the lease. Pay close attention to the specific time frame the agreement is valid.

2. Ask for Specifics ASAP

Once you’ve assembled a list of potential luxury cottages cornwall, initiating communication with the property owners is essential for a hassle-free booking experience. Start by sending inquiries and being candid about your questions, apprehensions, and expectations. Receiving a similar level of openness from the owner is key to creating a mutual understanding. 

Inquire about amenities, house rules, guest capacity, and other pertinent details. This will help dispel any uncertainties and supply crucial information before you confirm your reservation. Clear communication and shared comprehension with the property owner is vital for a smooth luxury cottage vacation.

3. Consider the Location 

When an oceanfront vista is a non-negotiable requirement, and the property listing explicitly indicates its location is several blocks from the shore, it’s best not to reserve that particular accommodation. 

Similarly, if you desire to be close to a bar, but the property is in a rural area many miles away, you can’t later complain if it’s as described. Don’t assume that something will be available unless it is specifically listed in the description. For instance, parking space is often essential for guests, but unless mentioned in the listing, don’t assume a private parking spot will be offered. 

4. Security-related Issues 

Take note of all possible entry and exit points, and if necessary, ask the landlord to secure certain areas and provide you with shared locks. Ensure that no duplicate keys are available without you knowing about them. 

5. Book in Advance

Luxury cottages often fill up a year in advance due to returning guests. Start your search as early as possible to secure your preferred dates and location, especially if you have limited flexibility. 

Once you’ve found the ideal rental property, familiarize yourself with cancellation policies, pet guidelines, check-in/check-out times, and any additional fees before booking. Using a specialized service, you can typically reserve a cottage online. Remember that prices for high-demand periods tend to increase as the dates approach.

6. Look at Reviews 

Reviewing past guests can offer a good idea of what to expect during your stay. However, one or two high ratings should not deter you as it indicates honest feedback. Multiple negative reviews, particularly mentioning issues with cleanliness or a discrepancy between the description and actual rental, should raise a red flag. 

Checking the rental’s social media accounts is a smart move to gain an understanding of the owner as well as read comments from past guests.

Holidays Are Better When Renting a Luxury Cottage

Renting a luxury cottage is often more enjoyable than reserving a hotel room. A luxury cottage has essential amenities, including well-equipped kitchens, to ensure a cozy stay. This alternative presents greater convenience and practicality than a traditional hotel room.


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A Beginner’s Guide to Purchasing a Caravan



A Beginner's Guide to Purchasing a Caravan

Purchasing a caravan home opens up many possibilities, such as road trips and going to many new places. However, since you are purchasing a caravan for the first time, it can be tedious. Also, you might be worried that the caravan you might end up with won’t meet your standards. In this article, you’ll learn how to purchase your first caravan and ensure it’s the one that meets your criteria.

What to Determine in Buying Your First Caravan?

It can be easy to get carried away in your desire to go out on a road trip in a caravan. But you’ll need to control those urges first because you’ll need to consider some factors before purchasing a caravan for your camping or road trip. Here are the determiners in buying your first caravan:

Do A Little Research First

Researching new and used caravan online dealers will help you narrow down your options for a caravan. Check the reviews of their previous customers as it should tip whether the dealers you will meet are legit or not worth your time and money.

An alternative method here is to be on the lookout for announcements about caravan and motorhome shows near you. These events can help you find the ideal caravan.

Have A Set Budget

To further narrow down your options in buying a caravan, you will need to come up with a rough estimate of how much you are willing to spend for a caravan. Invest in additional expenses such as repairs and peripherals, and give your caravan insurance. Make sure that the expenses are within the boundaries of your budget.

Here’s a little tip, some caravans are sold alongside their many amenities. If you’ve managed to stumble upon one – you might want to purchase it since all of the features you wanted in your caravan are already there. No more additional expenses to buy them yourself. However, you’d want to check whether the caravan’s dealer has a positive reputation.

Factor in The Size and The Towing Weight

Knowing the weight of your car is the next factor in purchasing a caravan, as it will be the one pulling the caravan. You must identify your car’s gross vehicle weight (GVM) or maximum authorized mass (MAM), expressed in kilograms, to see the type of caravans it can tow along the road. 

By determining the maximum weight your car can take, you can determine what size of caravan you will need.

Take A Look at The Caravans

Once you’ve settled on a budget, know how much weight your car can pull, and researched the dealers near you, it’s time to visit and see the caravans in person. Look for caravans that are of high quality yet reasonably priced. 

Check every corner of the caravan that you intend to purchase. Make sure that everything inside the caravan is working as intended. No faulty power systems, the engine’s well-maintained, and no sign of dampness inside.

Scrutinizing every corner of the caravan is crucial, especially if you’re purchasing a second-hand caravan. As said, ensure everything works properly because faulty power and gas leaks can pose a serious problem during your road trip.

Buy A Caravan For Your Dream Road Trip!

Now that you’ve learned how to purchase your first Caravan, you’d want to follow these steps for a worthwhile purchase. To recap, know your dealers, factor in your car’s pull weight, determine your budget, and check the caravan you intend to buy. Once you’ve finally purchased the caravan you’ve wanted, you’re all set to hit the road and camp somewhere with friends or family.


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