Generation was envisioned in 1983 by a husband-wife duo, Saad and Nosheen Rahman, as a solution to the growing demand for fast fashion by the urban Pakistani woman. Today this family’s ideology has culminated into a leading ready-to-wear womenswear brand that provides fresh stock to their stores a few times each week with no repetition in design.
The Generation woman has since become an iconic symbol that holds this vision together, a woman who celebrates her family’s tradition with a permanent undertone of innovation and creativity.
The Generation Story begins from a family and moves forward with the concept of building upon this family, whether it is customers, workers, students or so on. The Generation woman is the icon that holds the “home” together and celebrates her family’s history, she is traditional yet she’s creative and innovative at heart in every aspect of her personality. Each type of line is a further personification of her various faces, they represent her in different timeframes and moods. Festive, casual, young, demure......
GENERATION Cottage employs the unsung female artisans and craftswomen of various remote rural regions of Pakistan, in an effort to sustain local heritage and craft. Many of these women belong to conservative communities and are often not permitted to step outside of their homes in order to work, hence GENERATION brings work to them at their very doorstep. The cottage line initiative aims to provide livelihood to this invaluable talent and do its part in order to preserve the dying art of traditional handicrafts.