Generation announces the launch of their latest Eid Range #Misri which celebrates embracing the age and one’s wujood. It is focusing on empowerment for the woman as well as a form of liberation. It’s a further development of the #stepoutside concept which was developed earlier in SS 2016. This season Generation encourages the wearer to step outside and embrace the self, which becomes a celebration of her individuality and unique character. This is captured in the campaign shoot and further characterized in the product mix being offered, which is versatile bold and really quite unafraid.
The brilliant Abdullah Harris photographed tis collection, with the inspirational artist and soulful performer Ismet Khwaja as #Misri stepping outside in the monsoon rain while exuding self awareness, passion, strength and individuality. Shoaib Khan’s masterful and subtle hand is being the hair and makeup. The product range shows a refusal to conform, offering saris, sarongs, ghararas, orhnis, tiered silhouettes, peplum cholis and so on. The color palette is rich with a taste of earth, and a warm gold accent for the festive season. Fabrics include cotton nets, cut work jacquards, textured voile, and cambric.
Contributed by: Team Kluchit.
