Two of the world’s biggest luxury labels. Some of Pakistan’s biggest stars. Two launches, back-to-back, serving plenty of content for Instagram reels and social media discourse. YSL Beauty and Armani Beauty both recently launched in Lahore and desi social media has been having a field day ever since, drifting from aesthetic images of the event to fashion critiques to the morality bandwagon griping, “Is this the Islamic Republic of Pakistan?”
One could write a lengthy analysis on the YSL cascade skirt worn by Hania Aamir or Sajal Aly opting for Mo By Mohsin Tawasuli or the excitement of seeing Sajal and Hamza Sohail, a hit TV drama pair, at an event together but let’s focus on the purpose behind the launches: YSL Beauty and Armani Beauty operating from stores in Pakistan.
Pakistan’s buying power when it comes to international labels is limited, which is why these titans barely ever tilt their heads towards our soil. It’s exciting then that two major heavyweights have opened up in the local market, especially with star-studded launches calculated to generate plenty of hype.
But why have these launches only been visible on local social media portals and not on the brands’ official Instagram pages? Why are these stores not visible in the ‘Store Locator’ listings on the YSL Beauty or Armani Beauty official webpages?
