Nosheen Khan and Saad Rahman, a visionary husband and wife duo, teamed together to launch GENERATION. They started off by wholesaling to various boutiques in Lahore and Islamabad and later opened their own outlet in three years time and since then have enjoyed invaluable success.
THE LAUNCH OF GENERATION
BRUSH STROKE COLLECTION
GENERATION has always considered print to be an integral part of its range. When it made its entrance into the fashion scene, it introduced patterns which were abstract, colours which were primary and a look which oozed confidence. The summer of 1984 saw the artist's canvas as the main inspiration.
TIE & DYE COLLECTION
GENERATION was growing fast and reaching out to more and more women from different walks of life who all believed in the label's attitude towards individuality. Aside from introducing modern western fashion and fusing it into eastern wear, GENERATION also remained true to local influences. The shalwar went through multiple phases of transformation. By 1986 GENERATION had opened an outlet in the posh district of Gulberg in Lahore.
FASHION SHOW AT KINNAIRD COLLEGE
The fashion scene in the country began to grow and open up to the idea of fashion shows. GENERATION become one of the first brands to showcase their seasons' range through choreographed shows. These were often organised in collaboration with various NGOs as fundraisers for different causes.
OPENING OF ISLAMABAD STORE
Vibrant colours, voluminous cuts and a conscious break from reticence was the spirit of the 80s, which was personified in the collection of the summer of 88. Colour was rejoiced and cuts were explored.
THE CHUNRI COLLECTION
The early 90s brought in different trends which meant the introduction of a variety of fabrics including ajrak, chunri, organza, velvet and denim. A range of printing techniques were introduced, embellishments and appliqué work become more defined and ethnic influences featured more prominently. Jackets, kotis, capes and shawls also made an entry its outlet in Clifton Karachi in March 1990 and later a franchise outlet opened in Bahadurabad in 1992.
THE WHITE COLLECTION
GENERATION slowly phased into the subtle and earthy tones that reflected the new ideology of the 90's dressing. Loud colours had been left behind and new, calmer, sensibility had started to take over the fashion scene. Focus still remained on strong cuts, the A-line silhouettes being a popular style, and continuing with the heavy ethnic influence. All over embroidery and applique' continued to adorn the clothes. The factory now moved to a custom made unit of 30,000 feet covered area at Ferozepur Road Lahore in 1995.
THE APPLIQUE' COLLECTION
The ethnic influences phased into a more modern vision to embrace the coming millennia. Staying true to its progressive outlook, GENERATION took an a bolder approach that centred on stark contrasts, black and whites, and straighter lines. At this time, yarn dyeing was brought in and stonewashed denim was also introduced into the list of various fabrics used by GENERATION. In the late 90's customised show rooms opened in Lahore and Karachi.
With the turn of the century came more experimentation. A label that had become a leader in providing contemporary wear for Pakistani women came up with a collection inspired by the rich and accient culture of China. Cuts, embellishments, motifs were used to come up with contemporary designs incorporating Chinese aesthetics and design philosophies.
THE SHERWANI COLLECTION
Classy, elegant and minimalist designs formed the base of the Sherwani Collection. A characteristically masculine design, it was given a feminine form that was both sophisticatedly simple and immensely regal. Taking from the sherwani's earlier versions in the early 90's, the outfit took on an extremely simplified form that complimented the no fuss attitude which was influencing the fashion scene worldwide.
THE REAPPEARANCE OF THE SHORT & FITTED SHIRTS
Simple whites and beiges were giving way to softer pastels and cooler hues. The kameez became shorter and more fitted, nostalgic of decades earlier. Shalwars were being increasingly replaced by trousers, and hence both were offered as an option to people with different choices and body shapes. The embroidery and embellishments were concentrated around the neckline. GENERATION opened another outlet in Peshawar.
HAND EMBROIDERED KURTAS
Variations of the kurta style made a comeback in the fashion scene and the smaller kurtis were a development of the short kameez that become so trendy the year before. In the summers GENERATION used cool fabrics in pastel shades to beat the simmering heat. By the end of 2005, GENERATION had refurbished its store in Karachi to become more customised to the labels design philosophy and to continue the innovations already made in Lahore.
WARM COLOURFUL WINTERS
One of GENERATION's trademark is the shawl, For years GENERATION has been doing woollen shawls that are different from the typical fare. Multi-coloured, vivid, patterned and tasselled - a lot of attention is given to detail and design. This time around GENERATION experimented with bright colours which turned out to be a great success with the clients. Outfits also got more creative with the usage of other embellishments such as shells and took inspiration from the Truck Art style. The petite size was introduced around this time.
TEXTURE AND CRUNCH
Fabric, which was earlier in the decade mostly embroidered was seen in a completely new light. You could now ruch it, pleat it, scrunch it, patch it, gather it and twist it. It marked the begining of a new movement to celebrate fabric and to deliberate over its texture and crunch. Pinch it. No pleat it. No scrunch it. Best to bleed it. Poetry. Pure Poetry!
LAUNCH OF FORMAL LINE
2008 saw the launch of the formal line of GENERATION called GENERATION Formals. The ensembles had all out embroideries with fine finishes and no shortcuts one may expect of a street label. Naqshi, dabka, gotay ki patti, mukaish, tillay ki aari, diamonties, pearls, sequins adorned the fabric. As soon as it was introduced, the pieces were flying off the shelves. The formal line was an instant success.
THE AJRAK COLLECTION
The Ajrak Collection of 2010 explored vegetable dyeing through the indigenous art of Ajrak printing of Sind. The collection catapulted the almost forgotten craft back into the limelight and instigated an entire movement for the revival of Ajrak in the country.
THE GRAPEVINE COLLECTION
The Summer collection of 2012 initiated the incorporation of conversational motifs in design after a long gap .The grapevine tunic was sold out instantly and helped define the mood for many future collections which featured bold conversational elements.
THE VELVET COLLECTION
2013 was the first year that saw a velvet collection also known as Afreen from the GENERATION Formals line. The Afreen collection consisted of exquisitely embellished velvet kurtas in deep jewel tones paired with gold raw silk trousers. The collection was immensely popular and instigated a yearly tradition of a velvet collection that shall continue for years to come.
WATER ON AJRAK COLLECTION
Water on Ajrak was GENERATION 's debut on the coveted PFDC fashion week platform , The collection reinterpreted the art of traditional Ajrak printing patterns in a pastel color palette with elements of transparency and layering. The collection received rave reviews from critics and customers alike.
Denim Glam was launched in the summer of 2015, the collection comprised of light washed denim embellished with Jewel encrusted insect patterns . The collection was another step forward on the bridge between high street and high fashion, and was a favourite amongst fashion bloggers, journalists as well at the GENERATION clientele.