Pakistan’s iconic ready-to-wear brand GENERATION to showcase S/S ’15 collection

Lahore: In continuation of their celebration of summer, pioneering ready-to-wear brand Generation is set to showcase a new collection of prêt-à-porter semi formal wear with a collection titled “I See You”. Generation’s runway showcase will be staged on the 19th April 2015 in the High Street show segment of PFDC Sunsilk Fashion Week 2015.

I See You” draws inspiration from the animalistic dispositions that can be found within each of us – the thin, raw line that separates what is human and what is organic. In terms of fabric, the collection has been created in a variety, including raw finish cottons, denim and dobby juxtaposed with luxe silks, organzas and mesh. Expect a colour palette consisting of subdued hues of ecru, indigo and coal breaking into an explosion of hues especially chartreuse, before finally falling back to whites.

The collection channels a relaxed silhouette, with emphasis on a greater freedom of movement and agility. The signature indigenousness that is a huge part of Generation’s identity has been given an urbane makeover, with traditional silhouettes such as shararas, kameez and vaaskats reimagined as modern pieces with an industrial feel. Also for this collection, the design team at Generation has used embellishments that explore the organic texturing found throughout nature, varying from the cracked surfaces of sedimentary rocks to the intricate detailing of exotic animal skins, recreating these in thread, mirror, mukesh, cutwork, applique and a variety of prints.

Speaking about collection “I See You” at PSFW15, Khadija Rahman, Director at Generation has said, “As pioneers of fashion shows in Pakistan way back in the early 80’s, we at Generation find it very heartening to see just how far we have come. We are very excited to put another foot forward towards the development of fashion retail in a country that thrives upon its textile industry. For “I See You”, expect sportswear finishes, with jersey rib, metallic zippers, studs and attached hoods, along with a revival of mirrorwork, mukesh and intricate threadwork..”

Indeed GENERATION today has not only culminated into a leading ready-to-wear woman’s clothing brand but since its inception has become an iconic symbol that holds a vision together: a woman who celebrates her family’s tradition with a permanent eye for innovation and creativity. This personification of the Generation Woman’s values is seen in the designs for each of its 6 lines including Generation Woman, Generation Formals, Generation Classic, Generation Cottage, Generation Basic and Generation Flo.

The brand will also be launching two new stores in Pindi and Lahore in 2015.

About Generation:

Pakistan’s pioneering ready-to-wear women’s clothing brand, Generation was founded in 1983 as the brainchild of the husband-wife duo comprising of Saad and Nosheen Rahman with a vision to cater to the clothing needs of the urban Pakistani woman. The brand is engaged in designing, manufacturing and retailing women’s wear in Pakistan. With stores in Lahore, Karachi, Islamabad, Peshawar and Faisalabad, the clothing range is divided into the following lines; Generation Woman, Generation Formals, Generation Classic, Generation Basic, Generation Cottage, and Generation flo line. Generation also has the distinction of winning two consecutive Lux Style Awards for Best Retail Brand – Pret in 2009 and 2010. In April 2014, the brand made its ramp debut at PFDC Sunsilk Fashion Week’s high-street platform. This brand will be launching two new stores in 2015 and will also be launching their web portal.

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