Generation continues its ethos of inclusivity

Instep Desk
March 10, 2018

Generation, one of Pakistan’s pioneering high street fashion houses, has spent considerable time, through its many campaigns in recent history, to remind us that the rigid ideals of beauty and age that were once promoted excessively and exclusively across the world and in some ways are still promulgated through fairness creams endorsed by movie stars and size zero models at many, if not most fashion weeks, were and will continue to remain half-truths.

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The popular high street band unveils Nai Rang, its newest campaign that is a celebration of beauty hidden in plain sight.


Generation, one of Pakistan’s pioneering high street fashion houses, has spent considerable time, through its many campaigns in recent history, to remind us that the rigid ideals of beauty and age that were once promoted excessively and exclusively across the world and in some ways are still promulgated through fairness creams endorsed by movie stars and size zero models at many, if not most fashion weeks, were and will continue to remain half-truths.

Even as things continue to change including the imagery as some rebel against the norm and the fashion scene evolves, both at home and abroad, celebrating the beauty of what remains in plain sight is just as important.

With that in mind, one must take out time and applaud Generation for its newest campaign, Nai Rang, where the clothes and the women who have worn them, collectively remind us that people are beautiful as they are and imperfections are worth celebrating too. And Generation’s Nai Rang has done this by introducing models with different skin tones.

As Generation wrote on its official Instagram account, “Our skin can be both: vulnerability and a defense. But most importantly, it can be a source of celebration.”

In the campaign, there’s Maham, termed as the Gulab, who is an enchantingly rich shade of umber, followed by Zainab the Kanwal, who has a skin condition that in actuality renders her in all shades of beautiful. Rabia the Chambeli is stark, and bewitchingly void of pigmentation while Alina the Gul Khatmi is bright and striking. With this campaign, the brand not only aims to project body positivity, but also gives the lesson that any garment in any colour can be worn by any woman.

With Nai Rang the brand is said to have experimented with colours and a mix of fabrics like never before. Using yarn-dyed weaves, hand block and screen prints with signature jacquards to self-textured, striped and embossed variants; the collection has a colour palette that encompasses classic whites, lustrous emeralds, and delicate shades of sky blue, ebony and powdered pinks.

It would be great to see this collection and models of different sizes, age and skin tones, on the ramp in Pakistan so the ideals of beauty that Generation in particular has been promoting through this and other campaigns get a much wider reach, for the good of the industry and society at large.

The entire campaign is shot by Abdullah Harris, who continues to prove that his vision and skill cannot be imitated by others while hair and make-up is done by Saima Rashid Bargfrede.



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