Something for everyone

Generation unveils a new range and Eid collection

KARACHI: It’s all exclusive when it comes to Eid. Giving you a wide range of options, Generation is out with their latest collection for this season. The Eid collection, that hit the store in Dolmen Mall Clifton on Wednesday, is divided into four categories including Generation Flow, Generation Women, Generation Formals and Generation Classic. Apart from that you can also find some casual options in, I See You and Denim Glam range which were previously showcased at Pakistan Sunsilk Fashion Week in April.

I See You incorporates indigenous animal patterns in gota work, mirror work and honeycomb stitch on monochromatic yellows. Zips and hoods dominate the collection. Whereas, Denim Glam will give you a feel of summer garden with all those bugs, flowers, moth and beetle motifs.

The Eid collection comprises of a formal range inspired by oriental patterns. Birds embroidered in lattice work on khadi net fabric is the highlight of this collection. It also includes white and gold on jacquard with Indian touch of paisley and Islamic patterns, giving an edge with botanical arrangements. Heavy layering of voile can also be seen on the shelves.

Khadija Rehman, director Generation, believes that stores like their’s are gaining popularity over time due to the darzi’s inability to meet deadlines.

“Tailors woes continue, but women no longer abide by their dictatations, for tailors fail to meet orders on demand and that’s primarily to load shedding. So retail stores offer a cost effective solution to all sorts of outfit related issues. That is how the market has naturally evolved,” said Rehman.

She further added that, whether sales are going up or down, as a brand, a retail store is better placed than any designer outlet.

With Eid arriving in early summers, it will be a huge challenge for all the designers and retail stores to come up with clothes that are festive enough for the occasion and light enough for a sunny outing.

Published in The Express Tribune, June 14^th, 2015.

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