No Nonsense Nighat by Generation on FPW - 2019

We are living in an era where everyone wants to look different and fashionable. In Pakistan people are more interested in adapting the western culture and trends in daily life. But if we talk about eastern culture whenever we see something traditional and eye catching we got emotional and pass negative or positive comments. Same is the case considered by a leading Pakistani apparel brand for women name Generation.

They have launched a campaign “No Nonsense Nighat” in Fashion Pakistan Week (FPW-2019) for this summer. Basically, they have revolutionized the heritage of Pakistan by presenting the old street fashion of Pakistani girls whose lipstick you found too loud, who wear so golden bangles on tawny wrists, hair in an oily choti and known as Paindoo. We often call them Nasreen, Razia, Jamila and Nighat.

The purpose of this campaign is giving a message to the followers of western trends that Desi is NOT the opposite of Chic. It’s a time to accept the uniqueness of our Pakistani culture. Cope up the morale of depressed ladies who feels like wearing such traditional clothes and having no sense of latest fashion will cause shame and what will people say?

To remove this negative perception regarding fashion from the minds of people Generation introduces the same old fashioned ready to wear apparels for women. On FPW Day 2 top models of Pakistan fashion industry show the collection of Generation on ramp while carrying long choti, Eyes deeply rimmed with surma and dupatta softly tied to the side. But as we all know its not a time to introduce hard footwear, so they have introduced sneakers under shalwar kamiz to give a message that no matter whatever you are wearing you are showing yourself as a true Pakistani.

They have given some names to these collections “Katha, Gulistan, Sindhi, Kandinksky Folk, Citrus, Meena, Parizad, Sarasa, Farsh-e-iraani, Toda Pakhur, Kacho Pakko, Gulzaib, Guddi Basant” etc. if you love their collection, idea or you are a generation user give your feedback in comment section below.