Generation Brand Guide

Generation is one of the oldest names in Pakistani ready to wear, and it built its reputation on an unusual idea: dress real, working women rather than a runway fantasy. This guide walks through what the brand is, where it sits on price, and how to think about its lines and standout collections. It is written to stay useful across seasons, so treat the specific drops as examples of a pattern rather than a live catalogue.

The story: a genuine ready to wear pioneer

Generation was founded in 1983 in Lahore by Nosheen and Saad Rahman to serve the urban Pakistani working woman at a time when stitched, off the rack clothing was far less common. According to Elle's profile of the label, Generation was among the brands that introduced a proper sizing system in Pakistan, offering small, medium and large rather than one size fits all. That focus on fit and everyday wearability, sustained for more than three decades, is a large part of why the name still carries weight. Surviving that long in a fast moving, trend driven market is itself notable, since many contemporaries came and went, and it gives Generation a rare depth of institutional design experience. Creative direction passed to Khadija Rahman, the founders' daughter, in the mid 2000s after she studied in London, which brought a newer sensibility while keeping the brand's core identity intact.

What Generation stands for

Where many desi brands chase weddings and red carpets, Generation is built around clothes you actually live in. Its campaigns have leaned into a "real women" idea, featuring a range of ages, body types and backgrounds rather than only professional models, and its design language draws on street style and cultural conversation as much as seasonal trend. If you want everyday pieces with personality, a strong print culture, and a fit that respects normal bodies, that is the lane Generation owns. The brand has also been willing to use its campaigns to say something, addressing women's visibility and the pressures they face, which gives it a cultural voice that goes beyond simply selling clothes. For a wider read on this design philosophy, see our feature on how Pakistani style leads the modest fashion movement.

The lines: how the range is organized

Like most established Pakistani houses, Generation spreads its offer across a few broad lines. Treat these as categories to look for rather than fixed product names, since the labels evolve.

• Everyday pret: printed and lightly worked kurtas, shirts, dresses and separates. This is the brand's heartland and its best value.
• Seasonal lawn and summer prints: lighter unstitched and stitched pieces built for heat, made from lawn, a fine combed cotton weave that stays cool and crisp.
• Festive and formal: heavier embroidery and richer fabric for Eid, events and family functions.
• Trousers and separates: a genuine strength, since mix and match bottoms are part of the brand's everyday appeal.

If you are deciding between buying stitched or fabric to tailor, our guide to ready to wear versus unstitched will help you choose the right line.

Best collections to prioritize

Because Generation refreshes stock frequently, the smart move is to shop by category strength rather than chase every drop. The everyday printed pret is where the brand is most itself and where your money goes furthest, so start there. Its separates, especially trousers and versatile shirts, are worth building a small capsule around because they restyle endlessly. Reserve the festive and formal pieces for when you have an actual occasion, and judge them on embroidery quality rather than campaign gloss. For festive planning, pair a Generation formal with ideas from our Eid collection styling guide.

Price range: what to expect

Generation sits in the accessible to mid market band of Pakistani ready to wear, which is a big part of its appeal. Everyday printed pret is the entry point, seasonal lawn is similar, and festive or formal pieces with more embroidery step up from there. Exact figures change every season and by retailer, and any specific number quoted secondhand can be out of date, so treat these as a ladder rather than a price list and always confirm current pricing on the official store. When you compare across brands, factor in the whole cost: a stitched pret piece is ready to wear, while unstitched fabric adds tailoring time and cost. Our roundup of where to shop affordable Pakistani dresses puts Generation's positioning in context.

Who Generation is right for

Generation suits the woman who wants everyday desi wear with character, values fit and comfort, and would rather have several wearable pieces than one showpiece. If your priority is heavy bridal or ultra luxury formals, other houses specialize there. But for office friendly kurtas, weekend separates, and reasonably priced festive wear with a distinctive print sensibility, Generation is a natural first stop. It also suits shoppers who prefer to buy less and wear more, since its everyday pieces are built to be rotated rather than worn once and retired. To see how it stacks up against peers, browse our ranking of the best Pakistani clothing brands in 2026, and if you are weighing everyday pret against pricier options, our breakdown of luxury pret versus ready to wear puts its value in context.

Building a small Generation capsule

Because Generation is print led and rotates fast, the smartest way to shop it is to build a small capsule rather than chase every new arrival. Start with two or three neutral separates that anchor everything: a pair of well cut trousers, a plain white or cream shirt, and a solid dupatta. These are the quiet pieces that let a bold print breathe. Then add two statement printed shirts or kurtas per season that genuinely excite you, and rotate those as the loud, memorable pieces. This approach means you own fewer items but wear each of them more, which is both better value and more sustainable than buying a fresh outfit for every occasion.

A capsule also solves the biggest risk with a print heavy brand, which is print fatigue. A striking motif can feel exciting in the shop and tiring by its third wear if the rest of your wardrobe cannot support it. Neutral anchors fix that, letting each printed piece feel new depending on what you pair it with. When you do reach for festive wear, treat it as an addition to the capsule rather than a replacement, and lean on the brand's everyday strengths the rest of the year. For turning a single shirt into several outfits, our guide on styling a kurta for every occasion pairs neatly with this method.

Buying tips before you order

Two habits protect you. First, check the size chart for the specific line, since fit can differ between everyday pret and heavier formals even within one brand. Second, read the return and exchange terms, especially online, because embroidered festive pieces are often final sale. If you are shopping at a distance, our checklist for buying Pakistani dresses online without regrets covers measurements, fabric expectations and returns in detail.

Frequently asked questions

When was Generation founded and by whom?

Generation was founded in 1983 in Lahore by Nosheen and Saad Rahman. It is one of Pakistan's pioneering ready to wear womenswear brands, and creative direction later passed to their daughter, Khadija Rahman.

What is Generation known for?

It is known for democratic, everyday ready to wear: printed kurtas, dresses, shirts and trousers aimed at urban women, with a street style, real women ethos in its campaigns rather than pure runway glamour.

Is Generation expensive?

Generation sits in the accessible to mid market band of Pakistani ready to wear. Everyday printed pret is the entry point and festive or formal pieces cost more. Prices change each season and by retailer, so confirm current figures on the official store.

What are Generation's best pieces to buy?

Its everyday printed pret and its separates, especially trousers and versatile shirts, are the strongest value because they restyle easily. Festive and formal pieces are best bought when you have an actual occasion and should be judged on embroidery quality.

Where can I buy Generation?

Through the brand's official online store and its retail outlets across major Pakistani cities, plus authorized stockists. Buying from official or authorized channels gives you the correct sizing, genuine product and a clearer returns path.