Appreciation for Generation’s new festive wear campaign

KARACHI: If there is one universal truth, it is that Decembers in Pakistan are solely reserved for weddings. And that is the perfect opportunity for clothing brands to launch their festive wear collections. Over the past few campaigns, we have seen designers use their new collections to drive in important messages to the masses. This wedding season, clothing brand Generation has launched their new collection with informative posts relating to weddings as a whole.

The collection is called “consent” and is a collaboration with the Centre for Human Rights. Together, the two are working, “To start the conversation about reading and knowing the Nikkahnama.” In a series of posts by Generation leading up to their new collection have posted thought provoking captions such as, “What is the most important thing to prepare for a successful marriage?” and, “POV: its your shaadi and you’re busy planning every last detail so its perfect, jorra check, jewellery check, venue check, catering check, decor check, kula check and the Nikkahnama?”

However, that is not all that the captions entail. The later posts are informative for both the bride and the groom. In one caption, it details how, “As the bride entering a marriage, you can add any sort of special conditions to the Nikkahnama, they could be as cute as going on a vacation every few months or as serious as reserving the right to education and continue working after marriage. Pakistani law also empowers you to ask for delegated right to divorce, a much simpler process in comparison to Khula.”

For the groom, the posts suggest, “Are you a bridegroom to be or know one? Laws protecting women’s rights in a marriage empower men too! What’s better than starting your marriage at an equal footing?”

Needless to say, the concept behind the new Generation collection is one that deserves appreciation.