The second most festive occasion of the year, Eid ul Azha, is just around the corner. It’s time to celebrate love and sacrifice and what is better than deep-rooted traditional wear to channel that high-spirited style. Generation is always one step ahead when it comes to ethnic wear, hence the label has launched its new Eid Collection for 2019 that campaigns for love. It urges women to glisten and glimmer like Jagg Magg Taaray, while dressing according to their individual personalities.
Generation has always been a strong advocate of a ‘No Nonsense Nighat’ persona. The image is an ode to women who channel their resilient spirits in whatever they do or don. They don’t give room to doubts and have crushed the idea of dressing to impress. The concept is to be happy and comfortable in your skin while wearing what you love, without the fear of judgments.
To encourage the same persona this Eid, Generation introduces ensembles that promote love and acceptance for each other’s fashion choices. Generation also touches upon the underlying values of beauty which at its core is all about love; be it for a person or an object. Our sartorial tastes come from a subconscious place and when we love something, it becomes appealing and alluring for us.
Jagg Magg Taaray explores the same emotions through this collection. With ethnic jewellery and parandas that reminds us about our grand-moms, complemented with digital watches that are in vogue, the campaign reflects the joyous spirit of Eid where every woman wants to look her best without being afraid of prying eyes and at the same time, encourages other women to follow suit.
Rendered in a diverse color palette ranging from striking solid hues like earthy chocolate tones to pastels like ivory, powder blue and pink, the Eid Collection is one to look out for. Eye-catching floral prints are adorned with shimmering gota, varq ka kaam and goldspun threadwork. You can spot a lot of glitter on the models which represents the essence of Eid i.e. love, joy and celebration in togetherness. The label has used chamak as opposed to mehndi and ubtan to beautify women this time.
As Generation always supports styling according to your own personality, the Eid range features different designs to offer variety in separate ensembles, three and two-pieces. It has beautiful airy dupattas in contrasting shades, chic floral saris, lehenga and cholis along with the customary kurta pyjama and frocks to add a hint of spark this Eid.
As far as the style quotient is concerned, the girls look elegant with traditional baubles such as mathapattis, jhoomars and nose ornaments.
Generation’s Eid Collection 2019 will be available in stores and online from 20th July, 2019.