While the supermodel culture was at its peak in the west in the 90s, a group of young and vivacious beauties was taking over the fashion scene in Pakistan. Known as the original supermodels, these girls were seen everywhere from photoshoots to the runway and they soon became a household name — at one point they were more famous than many actors.
Along with an emerging fashion industry, Pakistan’s pop scene was also gaining popularity not only within the country but across borders. Several of our most loved music bands and singers were making their debuts and it comes as no surprise that the supermodels who had by then become the hottest property in town were seen in many superhit music videos from the decade.
The trend of featuring models in music videos can also be inspired from the American pop scene, where many renowed singers and bands had already cast the leading models of the time in their iconic songs. The most iconic being George Michael’s ‘Freedom 90’ starring Naomi Campbell, Christy Turlington, Linda Evangelista, Tatjana Patitz and Cindy Crawford. Other music videos that featured the runway queens include Duran Duran’s Notorious and Girl Panic, George Michael’s Too Funky, Michael Jackson’s Remember The Time and In The Closet, and U2’s Numb.
The One and Only
Iraj and Vital Signs — the two names that almost instantly come to mind when one thinks of a Pakistani model and music band and it was a given that when these two powerhouses came together they created nothing but pure magic.
In 1991, the iconic band released one of their very first music videos ‘Sanwali Saloni’ starring a young and bubbly looking teenager that later went on to become the most successful model in the country’s history.
The music video was one of Iraj’s initial projects alongside an ad for a popular appliances brand. The song became an instant hit at the time of its release and was shot near Thar with the model dressed in ethnic and traditional outfits. Her innocent smile, captivating eyes and glowing complexion made Iraj a household name and the rest is history. While she was loved as the adorable girl next door in the Vital Signs single, Iraj’s second music video appearance was completely different.
The vivacious diva appeared in Najam Sheraz’s ‘Pal Do Pal Ki Chahat’ and sent shockwaves across the country with her bold avatar. The music video, given its raw sensuality also made headlines across the border and was aired on multiple Indian channels however back home it had to be taken down and a more ‘acceptable’ version was released.
The supermodels and the Rockstars
Vital Signs weren’t the only legendary band that collaborated with a leading model. Junoon, a band credited for bringing rock music to South Asia and is also known as one of the greatest bands in the world, also featured a few of leading ladies in fashion in some of their most memorable music videos.
In 1997, one of the very first supermodels of Pakistan, Iffat Omar graced the screen with her impeccable beauty as the model starred in Junoon’s famous music video ‘Yaar Bina’. The song and the video became an overnight blockbuster. Iffat’s innate grace and her classical dance impressed the audiences not only in Pakistan but around the world.
Similarly, another supermodel Vaneeza Ahmed aka Vinny made her presence felt in the band’s ‘Bulleya’ music video that also starred Lollywood starlet Resham. Dressed in a white lehenga choli the model looked elegant as ever while caring for her lover in a desert as a tragic end loomed.
Moreover, Ayeshah Alam also starred in a Junoon music video, this time it was for their much popular track ‘Zamanay Ke Andaaz’. Mesmerising the audience with her gorgeous smile, Ayesha breathed life into her character; dressed in ethnic attire.
Bhangra and the beauties
A key factor of the success of Abrar ul Haq’s tracks that brought Punjab to the pop scene was their high energy music videos that usually had a funny and romantic element to them.
Like many of the music videos released around the era, they also starred many renowned models beginning with the stunning Iman Aly in ‘Sanu Tere Naal’. The model that had just entered the industry looked absolutely beautiful in the video and won many hearts with her appearance.
Later, Zainab Qayyum (ZQ) and Sunita Marshall also appeared in two other music videos for the singer that gained massive popularity. ZQ starred in the song ‘Assan Jana Mall-o-Mal’ while Sunita played the iconic ‘Preeto’ in the namesake song. Both the supermodels were seen being chased by their hopeless suitors in the peppy videos.
But it wasn’t just Abrar that got these lovely ladies to star in his videos but singer Shiraz Uppal also bagged Neha Ahmed who was known for her bold photoshoots and killer curves to feature in ‘Tera tay mera’. The video saw Neha shed her modern avatar in favour of essaying a chirpy Punjabi girl.
Pop’s Ultimate Favourite
Out of all her contemporaries Aaminah Haq remained the most favourite of many popstars in her prime as the supermodel starred in more than 10 music videos throughout her career.
She first appeared in a Marilyn Monroe inspired avatar for the youthful pop band Awaz’s controversial ‘Mr Fraudiye’. The music video not only had people talking about the leading lady but also remained in news for its scandalous plot.
Her second outing was Junaid Jamshed’s single ‘Aankhon Ko Aankhon Ne’ where the model was seen in a deglam avatar but looked absolutely breath-taking in her village girl look. Aaminah has also starred in popular music videos for singers like Rahim Shah and Ahmed Jahanzeb while she was featured in Fakhir’s ‘Mahi Ve’ — one of his most successful songs.
Besides the supermodels above, there are a few more that have also starred in some iconic music videos over the past decades. Junaid Jamshed’s ‘Us Rah Par’ a song that remains one of his most celebrated works, featured Rabbab Masood as his love interest in the music video that gained immense popularity.
Also, Iman Aly who had already played the lead in one superhit video went on to star in one of the most expensive music videos ever made in Pakistan — Anarkali. The video shot Iman to global fame and made her an even bigger name than she already was.
The models with their poise and charm exuded a fresh energy as they adapted to characters in these videos and it wouldn’t be wrong to say that along the brilliant music it was also these leading ladies who made the 90’s pop scene the most memorable.
Sadly, with the downfall of pop culture in Pakistan and music channels being shut down, the powerful combination of supermodels and popstar isn’t something we get to see often today. Even though there are a few exceptions, the essence and hype of a model appearing in a music video has since disappeared from our mainstream media.
