AMERICAN INDUSTRIAL CHIC: CATERPILLAR LIFESTYLE APPAREL LAUNCHES IN PAKISTAN

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KARACHI, PAKISTAN – Shanza Jamin, 23, stood in a bright yellow jumpsuit in the middle of Dolmen Mall Clifton, a multi-story trendy shopping mall on the banks of the Arabian Sea in Karachi, Pakistan. Nine other young women, all dressed in the same matching jumpsuit, gathered around her, sitting or standing next to a temporary catwalk taking selfies and fixing lipstick and stray hairs.

Women in burqas and the traditional shalwar kameez (an outfit consisting of loose pants and tunic) rode the nearby escalator past bold signs with the yellow logo of Caterpillar (CAT), the Illinois-based heavy equipment company, the slogan underneath encouraging shoppers to “Make a Scene.” Overhead, the azan—the Muslim call to prayer—blasted from the mall speakers.

No one changed what they were doing.

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