The Generation of clothes

Published January 11, 2013
Nosheen Khan and her husband Saad Rahman founded Generation in 1983. The company began by selling wholesale clothing to boutiques, after which they opened their own stores. The two are now founding the Lahore Maktab, a school which has been built right next to Generation's factory and headquarter.
Nosheen Khan and her husband Saad Rahman founded Generation in 1983. The company began by selling wholesale clothing to boutiques, after which they opened their own stores. The two are now founding the Lahore Maktab, a school which has been built right next to Generation's factory and headquarter.

With seven stores countrywide, Generation is a household name when it comes to women’s fashion in Pakistan. Playing true to its name, Generation strives to serve one generation of women after another, with sincerity. Unlike other garments which underwent mass-production, its clothes are dyed, screen-printed and embroidered by hand. Here’s a look at the design process in Generation’s factory on Ferozepur Road in Lahore. -Text and photos by  Nushmia Khan

Nushmia Khan is a video and photojournalist based out of Chicago. You may view her portfolio at www.nushmia.net/.

Opinion

Editorial

Taliban divisions
Updated 24 Feb, 2025

Taliban divisions

The only workable solution lies in Mullah Akhundzada loosening his iron grip on the country.
Oblivious to drought
24 Feb, 2025

Oblivious to drought

PAKISTAN faces two types of drought: one caused by dry weather or lower-than-normal rainfall, and the other ...
Digital children
24 Feb, 2025

Digital children

AS most parents with young children will agree, the easiest way to pacify a bawling child is to hand them a...
The long wait
Updated 23 Feb, 2025

The long wait

Pakistan’s fundamental problem is that two of its most important leaders still cannot get over themselves.
Defending freedom
23 Feb, 2025

Defending freedom

THERE was no other choice. Despite assurances of consultations with key stakeholders, the government passed the Peca...
Anti-Muslim crimes
23 Feb, 2025

Anti-Muslim crimes

THE surge in Islamophobic assaults in the UK, as reported by the anti-hate crime charity Tell MAMA, is a stark...