Spanning back to 1983, this year GENERATION celebrates 33 years of innovation and popular prét evolution. With their 33 year celebration titled “Let’s do a little dance”, GENERATION will be exhibiting 30 iconic looks from three decades; 80’s, 90’s and 2000’s, within all retail outlet window displays in all their stores in Lahore, Karachi, Islamabad, Peshawar, Faisalabad and Rawalpindi.
Khadija Rahman, Creative Director of GENERATION said: “So many women come to us narrating tales of how their mother used to shop from generation, as they do and so do their daughters. We cannot thank them enough for their immense loyalty, while we have only helped shape up their wardrobe they have helped shape up our entire brand. Here’s to our customers, employees and well-wishers, Happy 33rd!!”
Indeed since the 80s, print has always been considered an integral part of GENERATION’s range. When it made its entrance in to the fashion scene it introduced patterns that were abstract, colors were primary and the look oozed confidence. GENERATION was fast reaching out to women from all walks of life, who believed in the labels attitude towards individuality. Aside from introducing modern western fashion and fusing it in to eastern wear, GENERATION also remained true to local influences.
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 applique work became more defined and ethnic influences featured more prominently. Jackets, kotis, capes and shawls also made an entrance. The accents slowly phased into warm and earthy tones that reflected the new ideology of the late 90s dressing.
The turn of the century came with more experimentation, classy, elegant and minimalistic designs giving the feminine form a look which was both sophisticated, simple and yet immensely regal. The fabric, which was mostly embroidered,was now ruched, pleated, scrunched, patched, gathered and twisted. It was the beginning of a new movement to celebrate fabric and deliberate over its texture and crunch.
Patrons can experience GENERATION over the decades in 5 cities and also have a chance to win exclusive brand prizes by snapping their favorite era and posting it on Instagram with a customised caption.
For more information log on to their official website.
Contributed by: Team Kluchit.
