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Pakistan’s iconic ready-to-wear brand GENERATION launches new WhiteMoroccan Classics Collection

[Lahore06 April 2015]: Following the successful launch of Streamlines Collection 2015, the celebrated ready-to-wear brand Generation launched its brand new White Moroccan Classics collection from the GenerationClassic Line. The new collection is available at all Generation outlets nationwide from 4thApril 2015.

The Generation Classic Line embodies timelessness and elegance captured through the mindful use of colour and an indigenous aesthetic. Every year Generation does a white collection and has become known for ‘the Generations whites. This year they bring back the age old fabric, linen, extracted from the flax plant, which is known for its properties of staying fresh and keeping the body cool during the hot summer. In this collection, the inspiration is drawn from arabesque designs from century old architectural relics found in the streets of Marrakesh, the grand mahals of Bahawalpur and the scenic mangroves of Sindh. Each piece is crafted using white on white laser cut applique or twisted aari work paired with patterned dupattasThe collection features 26 different designs in 2 piece and 3 piece suits retailing for around Rs. 6000.

Speaking about the launch of “White Moroccan Classics”,Director Generation, Khadija Rahman statesSo many customers meet us and tell us that they still have our Generation whites in their wardrobe from the 90s and how they never go out of fashion, and they look exactly the same way as they were when they bought them. On this basis, we introduced our Generation Classic collection so as to provide our customers with what they saw as classical Generation pieces which they claimed to love so much.’

Indeed GENERATION today has not only culminated into a leading ready-to-wear woman’s clothing brand but since its inception has become an iconic symbol that holds a vision together: a woman who celebrates her family’s tradition with a permanent eye for innovation and creativity. This personification of the Generation Woman’s values is seen in the designs for each of its 6 lines including Generation Woman, Generation Formals, Generation Classic, Generation Cottage, Generation Basic and Generation Flo.

Moroccan Classics is now retailing across Generations seven stores in Lahore, Karachi, Islamabad, Peshawar and Faisalabad. The brand will also be launching two new stores in Pindi and Lahore soon.


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