Journalist calls for stronger international recognition after Lahore events
LAHORE: Journalist and fashion commentator Maliha Rehman has raised questions about the international visibility of Pakistani celebrities following the recent YSL Beauty and Armani Beauty launch events held in Lahore.
In an Instagram post, Rehman pointed out that despite the presence of prominent Pakistani actors, including Hania Aamir, Sajal Aly and Hamza Sohail, the launch events did not appear to receive coverage on the official Instagram pages of YSL Beauty or Armani Beauty.
She clarified that both luxury beauty brands are officially operating in Pakistan and noted that the newly launched stores are expected to be listed on the brands’ global store locator. However, she observed that official photographs and videos from the Lahore events had not been shared on the brands’ primary social media platforms.
Recognition remains a key topic
Rehman added that although there is no confirmation that the events will eventually be featured on the official YSL Beauty or Armani Beauty accounts, related content may instead appear on the official social media platforms of L’Oréal Luxe.
She also praised the participation of local celebrities and influencers while suggesting that greater attention to overall styling and event presentation could have further enhanced the launches and strengthened their international appeal.
Hope for greater global representation
Concluding her remarks, Rehman expressed hope that Pakistani stars would receive broader recognition from leading international luxury brands in the future.
She cited actor Mahira Khan’s appearance at the 2018 Cannes Film Festival as the official spokesperson for L’Oréal Paris Pakistan Haircare as an example of successful global representation. According to Rehman, similar opportunities would help showcase Pakistani talent on prestigious international platforms.
Her comments have sparked discussion on social media, with many users sharing their views on the importance of stronger collaboration between global luxury brands and Pakistan’s entertainment industry.
The Lahore events attracted significant attention locally, but Rehman’s observations have renewed debate over whether Pakistani celebrities receive the same level of international promotion as ambassadors and guests from other markets.
