Mariam Ibraaz is photographed at the scenic Gojal Valley, Hunza by Fahim Ahmad. To shop the latest collections click here. Surround yourself with what brings you joy and sakun because everything in your surroundings has an effect on you. This includes our home, our friends, what we read, the movies we watch and so on. […]

As Richard Branson says, “Business opportunities are like buses, there’s always another one coming”. The COVID-19 Pandemic really changed the course of business activity at a global scale for retailers like us. Continue to read our insight… GENERATION Flagship Store. Shop from this store on WhatsApp here Beam of light in bleak times The world […]

An in depth travelogue of Pakistan’s most popular and culturally significant textile art. Bhit Shah is still notorious for keeping traditional ajrak alive, preserving techniques that date back to the 1700’s. Here’s a peak at how our latest ajrak apparel has travelled over 1000 km to stop at Gen HQ in Lahore, before reaching its […]

We loved engaging with Mina Malik Hussain. On the blog today she talks about her evergreen, sada-bahaar pieces. So, without much further ado, Take it away friend! As I grow older, I think of fashion as fun, but also a friend. I reach for old, carefully pressed kurtas of Indian mulmul, bought from Chandni Chowk […]

2020 had been a turbulent year to say the say the least. The year of ehsaas, dukh, pareshaani, doori, phir milnay ki khushi and of course, lots and lots of pyaar. 2020 was like Imli ki chutni – bittersweet…bitter at the first taste but with a lingering mithaas on the tip of your tongue. There […]

Three cheers for Tie & Dye: Fashion’s funnest trend is back with a bang. Spring has officially sprung! Time to pack away those razais and chunky sweaters and breathe in the fresh, floral scent in the air (through a mask of course). Sadly, covid SOPs are still in place but there’s no reason to be […]