Celebrating Craftsmanship: The Stories Behind Generation's Handcrafted Pieces

Once upon a thread, a tale was stitched.

In a world that’s always scrolling, swiping, and speed-shopping, there's a quiet rebellion happening in every carefully sewn dhaga, every hand-drawn motif, rung that speaks, in embroidered dresses, and every dupatta that flutters like poetry in motion. That rebellion is handcraft. And Generation? We are its fearless storyteller.

Here’s to the unsung stories, the hands that embroider dreams and dye narratives onto fabric and eastern clothes. Let’s take you behind the scenes of our craftsmanship and legacy, where our stitched dresses paint a story worth wearing.

Where It All Began 

Our story began in 1983 by a husband-wife duo, Saad and Nosheen Rahma, bringing affordable and trendy luxury pret to your easy access. Today, we are the leading ready to wear womenswear brand that brings fresh and new articles in store and online. We believe in empowering women through fashion and reshaping the appeal of eastern wear. For this, our philosophy is a celebration of femininity and style, incorporating prints and embroideries from various sources of inspiration and colours.

Because rung tumse hain! 

Threads of Legacy: Who’s Behind the Magic?

Think of us as your daadi's old trunk of secrets; but make it Gen Z. Every embroidered neckline, gol gala, every gota-laced hem, carries the rhythm of centuries-old techniques. We proudly partner with local artisans across Pakistan, bringing culturally rooted block prints, sheeshy ka kaam, dhaga work, handcrafted pieces and rung of dyes to our collection. 

With us, you can find a range of printed, formal, and 2 piece embroidered suits, adding husn to each look. We bring kapray that brings culture together! 

Cottage Craftsmanship 

We at Generation take handicraft to another level. Our cottage craftsmanship sheds light on the unsung and unseen artisans and craftswomen of various remote rural regions of Pakistan. The impressive craftsmanship of our female empowered karigan from conservative communities empowers women who are not permitted to step outside. 

By doing so, we hope to sustain local heritage and craft, bringing work to every doorstep. We also sing an ethos of inclusivity, bringing all skin tones, body shapes, sectors together under a single light! 

Sustainability At Its Core 

Talk of suitability, it is blended into our core. We don't shy away from bringing sustainable fashion to your doorsteps. We are all about introducing timeless clothes, handcrafted with love by generations of our craftspeople. 

Likewise, we believe wholeheartedly in minimizing the impact on our planet by adopting sustainable approaches such as:

• Better design and planning to ensure minimum wastage of products

• Utilizing surplus fabrics left from cutting and trimming for apparel and accessories

• Limiting plastic usage 

• Conserving water and optimizing energy consumption 

Generation Proud Collection of Ready Made Dresses for Women 

We are proud to present our impressive, diverse, and rich collection of ready made dresses made just for you. Here is our line up to shop from:

Handcrafted and Embroidered Dresses 

Let’s be real; some people still think hand-embroidery and craft is their nani's thing.

Umm, sorry, babes, but have you seen the thread work and handcraft embroidery dress edit summer collection? It’s giving traditional aesthetic meets Gen Z slay. The cuts are contemporary, but the essence is traditional. Think of: 

• Gota embellishment on a straight fit kurta suits 

• 2 and 3 Piece embroidered suit and embroidered kurta 

• Thread work and attached koti with a loosey goosey anarkali frock

• Kamal Phool zari embroidered motifs and gota line on angrakha frock 

• Gharara and Shalwars; only farshi and flared with gotta patti 

  

Formals 

Our formal line is full of wedding and event wear, blending traditional and modern designs in a trendy and stylish way. With the amalgamation of traditional and modern embellishments and printing techniques, our formals are exquisite, timeless pieces that would be treasures for years to come. 

You can shop a wide range of our formal wear online or in store to add chaar chaand to any event! 

Classic Wear 

Our classic wear line up also brings timeless elegance to the spotlight. We integrate the revival of traditional embroidery patterns and techniques from around the world. We render them into timeless pieces that are loved by women of all ages. 

• You want embroidery in classic fits? You got em!

• Fancy more of a lace and gota work? Say no more! 

• How about handcrafted pieces? Our karigars are hard at work! 

The “Not so Basic” Basics 

Lastly, handcrafted doesn’t mean heavy. Generation is proof that comfort and craft can totally be besties.

So, for all the simple, minimalistic girlies, our basic dresses are your ride or die. No fuss, no fancy overdo. Just khoobsurat palettes, dilkash designs, and minimal detailing. This is all about edgy cutlines to enhance the overall look of the fit. This is one for comfortable fashion in gorgeous solid and neutral colours with a variety of prints and jacquard. 

For days when you don't want to look like an extra fancy diva, just take our basic dresses for women out of your closet and rock them with accessories. 

Wear a Revolution with Generation!

In hindsight, when you wear Generation, you’re not just getting dressed. You’re joining a movement. A movement rooted in craft, culture, and creativity. You wear Revolution!

So next time you wear our stitched dresses or a fancy jora that speaks to your soul, pause. Zoom in. Look at that stitch. That’s a story. There is hand craftsmanship behind it! 

And you, my friend, are the canvas.