Generation — Ready to Wear, Unstitched, Western

Generation is one of Pakistan's most distinctive fashion brands, founded in Lahore in 1983 by Sahar Saigol. Unlike most Pakistani fashion houses, Generation built its identity around socially conscious messaging, fair trade practices, and celebrating Pakistani artisan craft. The brand is well-known for its handblock-printed fabrics, vegetable-dyed textiles, and support of local karigars. Generation's ready-to-wear collections blend traditional craftsmanship with contemporary silhouettes, appealing to educated, urban shoppers. With an average price of PKR 3,700 and a catalog of 6,400+ products on TrendCompare, Generation occupies a unique position — premium in craft and ethos, accessible in price.