In response, a highly honored Maya stares directly at the audience, articulating what seems to be the brand motto: “Jitne bhee ho jayen, kaafi nahin.” Recently, Alkaram’s winter clothing campaign 2021 launched an ad, where Maya Ali can be seen casually shuffling between four different sets of outfits for the evening, and other women fondly admiring her saying “She never repeats”. However, even now many Pakistani brands seem to be far from aware about the need for any kind of environmental responsibility. Many actresses across the globe are wearing the same pieces styled differently to promote sustainable fashion actively. Companies are realizing the environmental dangers linked to manufacturing excessively, and encouraging consumers to buy and use unnecessarily. Many brands are trying to push away from the concept of not repeating clothes. With the climate crisis reaching its peak, and the fashion industry becoming “one of the most polluting industries in the world”, debates about sustainable fashion have dominated global media. The renowned clothing brand Alkaram Studio recently launched the Alkaram winter campaign 2021 with an ad featuring Maya Ali, which is being criticized for promoting wastage of clothes and environmentally irresponsible behaviors.
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