Celebrated Pakistani designer Ali Xeeshan, in a powerful fashion campaign, highlighted the age-old tradition of dowry practiced mostly in South Asia and rampant in Pakistan. The fashion campaign was supported by the United Nations Entity for Gender Equality and the Empowerment of Women Pakistan.

Pakistan has the highest reported number of dowry death rates per 100,000 women in the world, according to available statistics.

According to news website Daily Pakistan, Xeeshan’s latest collection 'Numaish' highlights the bitter reality of the practice of dowry. A couturier to the stars, the designer also asked people to take a pledge against this evil practice in which the bride’s family has to give expensive gifts to the groom and his family.

He highlighted the campaign while showcasing his latest collection at the 'Pantene HUM Bridal Couture Week 2021.

According to the newspaper, the designer made a “bold yet socially responsible statement through his craft regarding the deep-rooted dilemma surrounding dowry.”

In the fashion show, the designer presented a young girl who graced the ramp laden with heavy bridal attire, makeup, and jewelry; pulling a cart full of 'goodies' down a runway as a showstopper. 

The daily said that Xeeshan has been releasing teasers of his collection on social media for days by posting 'behind the scenes' pictures. In his video, the caption read: "Shedding light on the epochal and alarming issue of families fretting over saving money for their daughters’ dowry (Jahez) instead of their education that is far more important. It's time to put a stop to this overburdening tradition!"

The collaboration is part of UN Women's 'Jahez Khori Band Karo' campaign, which calls on people to stop asking for and giving dowry. The idea was to educate today’s youth to say no to dowry and end this social menace. The collection was developed in collaboration with UN Women Pakistan.

In a tweet, the UN Women Pakistan said: "UN Women Pakistan supports NUMAISH - a pledge against dowry by @ALIXEESHAN.” They also shared striking photos that aim to highlight the burden of dowry. 

According to the designer, his collection aims to shed light on the "epochal and alarming issue of families fretting over saving money for their daughters' dowry (Jahez) instead of their education."

Past Pakistani governments had tried to impose restrictions on marriage expenses, dowry and bridal gifts, and tried to enact several laws, but to no avail. Last year the government announced a ban on the practice and introduced a bill that sets the maximum amount to be given to the bride as her dowry.