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First Pakistani Plus Size digital brand launched to “Slay”

Pakistani social media influencer, Hafsa Jamal launched the first plus size clothing line, Slay by Hafsa on October 20, 2020. Established to cater women with curves, Jamal made a brand to find stylish and fashionable clothing at affordable rates. With a range of shirts, skirts, tops and bags, Slay has entered the digital market.

Jamal spoke to Mashable Pakistan about her journey, clothing line and the future of plus sized fashion in Pakistan. A graduate in mass communication, Jamal is a fashion enthusiast and YouTuber who suffered body shaming herself. Targeting this audience, Jamal plans to build confidence in young girls to accept their bodies and flaunt their individuality.

Commenting on the brand’s slogan “Flaunt your curves”, Jamal stated:

The motive behind my brand is to create a positive impact and let girls own their body the way it is. I want all curvy girls to look beautiful and fashionable.


Her being a social media influencer became a good leap into the market; interacting with the target audience and developing an understanding.

It was my social media platform from where I had the idea to launch such a brand. There were plenty of girls who sent me messages about them wanting to try fashion trends but could not collect the courage. My presence helped me to reach out to people easily as well.

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