The BIRTH of generation
The 1980s were the crucial years that shaped up the political climate of Pakistan until this very day. While the feminist movement was in full form on the global stratosphere, Zia Ul Haq’s regressive regime was trying to push women behind closed doors. It was the visionary duo of Saad and Nosheen Rahman who chose to follow the voice of reason. With Nosheen and her sister in law Ghazala Rahman, both being the founding members of the Women’s Action Forum founded in 1981, which brought the movement to Pakistan, it was inevitable for them to invest in the vision of the empowered Pakistani woman.
Being an expert in sizing and inheriting his family’s great love for innovation in fabric and material, Him along with his wife made it their business to provide truly modern but quintessentially Pakistani clothing for the women of the future, based in cottons and reinventing the Shalwar Kamiz silhouette in a time where Polyester reigned supreme and conflicting ideologies had resulted in a confused identity.
Was it a risk to turn against the tide and invest in a market that virtually didn’t exist and open up Pakistan’s first womenswear exclusively ready to wear label? Yes. Did it pay off? Well GENERATION’s 37-year legacy is testament to that.