Áo dài the "ngũ thân" as a modern dress in the 1920s and 1930s. The updated look was promoted by the artists and magazines of Tự Lực văn đoàn (Self-Reliant Literary Group) as a national costume for the modern era. In the 1950s, Saigon designers tightened the fit to produce the version worn by Vietnamese women today. The dress was extremely popular in South Vietnam in the 1960s and early 1970s. On Tết and other occasions, Vietnamese men may wear an "áo gấm" (brocade robe), a version of the ao dai made of thicker fabric. Academic commentary on the ao dai emphasizes
Hijab by country example, in the Khyber Pakhtunkhwa province and the Federally Administered Tribal Areas a minority of the women wear the full head-to-toe black "burqa/chador" while in the rest of the provinces, including Azad Kashmir, most of the women wear the "dupatta" (a long scarf that matches the woman's garments). The "ħijāb" together with a "duppatta" is becoming unpopular among the younger generation. "Burqa"s are mainly worn in the Swat Valley and tribal areas, however, they can be seen throughout the country including in urban population centers. Westerners are also expected to dress modestly too. Pakistani society observes traditional dress customs and