Context
Generation is one of Pakistan's longest-running fashion labels, known less for runway spectacle than for campaigns that argue with the culture around them. Its thirty-fifth anniversary was an occasion to look at that record.
The project
An ELLE India feature examining Generation's anniversary, its place in Pakistan's fashion landscape and its approach to socially engaged marketing.
Naima’s role
Naima was interviewed in her role as Generation's marketing coordinator, speaking about the response to the “Shehnaz ki Shadi” campaign and the conversations it opened around age, marriage and representation.
“We received so many queries from older women who wanted to be in our next campaign.”
Naima Gilani, ELLE India
Outcome
Published by ELLE India on 16 October 2018, written by Mansi Shah with campaign material from Team GENERATION.
Collaborators
- Mansi Shah
- Team GENERATION