One brand that is bent on mesmerizing us with their relatable yet out of the box ideas each time is GENERATION. This season, they present another beautifully conceptualized campaign, candidly capturing some of the most cultural, heart-felt and genuinely Pakistani moments with modern undertones, that allude a deep sense of longing for the bygone, good old days.
Sonia Tariq, captured through the lens of Abdullah Haris, personifies the GENERATION woman who is modern, refined, well traveled and still grounded in her roots and traditions, seemingly immersed in a reverie.
By extension, S/S’17 reflects the sheer love that GENERATION has, as though, tucked in all components of the clothes that it makes: from textile design and manufacturing to garment construction, embellishment and detailing.
Even with a legacy of 3 decades, GENERATION seems to be pushing boundaries each year and this time, even amidst all the lawn frenzy, it has everyone spellbound.
S/S’17 now available in stores and on www.generation.com.pk