Analyzing the Transformation in Styles of Male and Female Attires Depicted in Fashion Photographs of Pakistani Print Media

Abstract

Print media holds a significant influence on transforming the attires of males and females. Attire industry is not only one of the largest industries in the world, but it is an integral and essential part of our life. The main objective of the research project is to assess the transformation in male and female attires through fashion photographs from selected newspapers in Pakistan.   It is assumed that media can transform and replace a society's cultural norms and values. The present research examined the role of fashion photographs published in Pakistani print media, play a significant role in transformation in the styles of attires of males and females. A content analysis was conducted, and fashion photographs of three leading English newspapers (Dawn, The News, and The Nation) and three leading Urdu newspapers of Pakistan (Jang, Nawa- I- waqt and Express) were analysed through systematic sampling procedure. The findings revealed that most of the male models were wearing Western dresses, whereas most of the female models were wearing traditional dresses. The results of the analysis explicate the significant difference between the dressing of groups based on dressing Fashion designers, particularly those from Pakistan, and the media should exercise caution when creating and promoting fashion trends. It is imperative to incorporate styles and trends to cultivate awareness among the next generation regarding traditional attire, while also acquainting them with contemporary styles and trends.