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Generation’s Hydration Collection Is For The Edgier You

Their latest collection will hit the stores on 13th May!

If you love making statements,  head to your nearest Generation store over the weekend and stock up for the Iftaar party season. From sassy saris and whimsical dresses, to flared crop tops; Generation’s concept line, Ming, is for the women who dare to make bold choices. Their latest collection under this line, Hydration, takes inspiration from water. The shades are similar to those of the ocean and the pleated silhouettes also match the movement of waves. So expect yourself to be swept away by raw silks, silk organzas, and charmeuse silk.

The creative Director, Khadija Rahman, explains what the future holds for Ming.

“We are overwhelmed by the kind of adulation and acclaim we have received from our concept venture [Ming] and hope to further impress with our spring collection.”

She also gave a good news, “We also feel that the time is right to move beyond the umbrella of luxury towards the more expansive category of high fashion, which will see us restrategizing branding for Ming in the near future.”

Does this suggest that the price point is going to go low and we’ll see edgy designs in dailywear fabrics like lawn and cotton? We’re hoping the answer is a yes.

According to their press release, ‘Ming’ is a liquid concept, depicting the fearless, avant-garde side of the brand, bent on exploring a new horizon in the face of prevalent apparel design. It is bold, opinionated, and aims to provide the confident woman of the 21st century an alternative wardrobe which embodies her unabashed personality.

This sounds just like us, you, and all the other women we know!

Designed by Harris Masood, hydration will only be available at Generation’s flagship stores in Karachi, Lahore, and Islamabad. Yes, it is a special collection so it is going to be treated likewise.

Disclaimer: This post was produced in partnership with Generation.