Generation has been around as a clothing brand for as long as I can remember.
My earliest memory is of my mom getting herself a fab jora for an impromptu celebration while
we were at our grandparent’s home in Lahore for vacations.
I am writing today because recently their marketing campaigns have really caught my eye. Where body positivity and representation of all genders has been all the rage in the more advanced societies for the last year or so we really haven’t seen any such movement here in Pakistan.
Sure Gul Ahmed adds a few ladies of an older generation in its catalogue but that seems to be about the end of it. We don’t see any shorter or rounder girls or women of a mature status on the billboards yet.
Considering how in sync we are mostly with the modern world, this does seem to come as a surprise. So amidst these thoughts the fact that Generation is the first brand that used a transgender model set them apart initially and they continued by being the first clothing brand to use a plus sized model.
Their cool campaign about girls at dhabas was a little slow to take off but an amazing and fun campaign that really set them apart.
Then I recently came across another shoot where they had cross dressed a male model with some of the pieces from their collection.
Where that is nothing new in the States and Europe (with guys snitching shawls, makeup or sweaters from the closets of the women around them and proudly incorporating the look and BoyFriend Jeans being all the rage) it is quite a unique and bold shoot for a Paki clothing line and in our opinion executed perfectly.
The model who is a dentist I think and an artist carried off the pieces with panache and without coming across as effeminate.
More recently was their campaign for their formal wear that showcased the marriage of a mature lady (Shahnaz ke Shadi) who looked like she was a single parent. What a lovely concept and again very well executed.
We seriously need more inclusion into our Retail Sector Marketing Campaigns and Generation so far-seems to be the trail blazer!
Well done! The team at Tvinkal are fans!