With seven stores countrywide, Generation is a household name when it comes to women’s fashion in Pakistan. Playing true to its name, Generation strives to serve one generation of women after another, with sincerity. Unlike other garments which underwent mass-production, its clothes are dyed, screen-printed and embroidered by hand. Here’s a look at the design process in Generation’s factory on Ferozepur Road in Lahore. -Text and photos by Nushmia Khan
Nushmia Khan is a video and photojournalist based out of Chicago. You may view her portfolio at www.nushmia.net/.