Besides launching spring/summer 2022 collection ‘Bageecha’ in store, Pakistan-based women’s premium ready-to-wear brand Generation has opened its first store in Hyderabad.
As per Fashion Network, located in Hyderabad’s Qasimabad district, the bright retail space houses the brand’s array of ethnic and traditional wear. The store features natural wooden accents and a wide selection of Generation’s signature kurtas and sets.
The brand’s new collection Bagheecha is its first zero-waste collection. Generation used the 'Pojagi' traditional Korean patchwork technique to rework surplus fabric from creating the collection’s garments into accessories so nothing was wasted.
Generation describes itself as Pakistan’s oldest premium ready-to-wear brand. The label also recently collaborated with arts organisation the Daachi Foundation to hold an Arts and Crafts Exhibition in Lahore in Pakistan from March 26 to 27 at the city’s Expo Centre to celebrate traditional craft traditions.
