The husband-wife duo Nosheen Khan and Saad Rahman launched Generation in 1983 as a wholesale business that provided to boutiques in Lahore and Islamabad. Three years later, it launched its own outlet and has never looked back since. True to its name, the brand has served generation after generation of Pakistani women and is doing so to this day. With a history spanning over 35 years, Generation caters to a diverse customer base and its apparels are available online at varied prices in Pakistan. 

Design Philosophy

Prints and patterns have always been an integral part of Generation clothing. It started off with abstract patterns and primary colours that exuded sheer confidence and modernity. The brand has always believed in creating individuality and global outreach to a wide customer base. Generation as a clothing brand understands the fashion needs of women of today and thus incorporates local influences into its creations. The use of embroidery with floral patterns has garnered the brand local as well as international attention. There is a variety of designs that showcase a blend of eastern and western fashion with a strong inclination towards local aesthetics. The brand keeps on experimenting with vibrant colours, stylish cuts and ethnic patterns.

Generation Formals

Generation launched its formal collection in 2008 which became an instant hit. The ensembles in the formal collection were all about bling and sparkle incorporating traditional craftsmanship and embroidery techniques to create timeless looks. Apparels in this collection are all-over worked in sequins, tillay ki aari, naqshi, adda work, gotay ki patti, dabka, mukaish, pearls, diamantes etc. 

Cardinal Collection

The single coloured plain ensembles from the cardinal collection are a perfect choice for working women or the ones who like to keep a low profile. Pair them with straight cut trousers or jeans for a casual yet chic look. The ensembles in the cardinal collection use striking colours such as rust, deep blue, bright green and then muted colours such as beige, light pink etc.

Generation FLO 

The Flo line introduced the cosmopolitan look with its stylish and on-trend designs for young girls. The ensembles showcase fusion silhouettes, modern cuts and fluid lines while being comfortably easy to wear. Flo includes a western eastern fusion of blazers, stoles, bomber jackets and statement trousers adorned with eclectic patterns and embroideries. 

Sales

Generation holds year-round sales on all of its products. You can get up to 65% off on Generation products during Black Friday, mid and end-season sales.