After their recent campaign LIFAFA URRA, Generation comes up with another environment friendly campaign!
Being a responsible global citizen we’ve been looking for certain ways to avoid polluting our environment. Our fast fashion producers have stepped up their designing games with sustainable fashion apparel and accessories. International and national brands are taking initiatives to avoid polluting environment and unnecessary trash. So instead of collecting piles of trash GENERATIONS latest campaign Re-Generate encourages people to lessen the trash and consume it for a good cause.
We’ve seen people throwing seeds of fruits into seedbed and thinking it would sprout into a huge tree someday sooner. We were not wrong but the process definitely was! This campaign is mere a lesson about ways you can recycle certain items that you throw in your trash can normally. So after this you know how only peels of fruits can be useful and used over rather than throwing them in trash. Some of them can be re-used for skincare while some are enriched with nutrients that benefit soil providing plants basic means to grow.
Essentials we unknowingly toss into trash to become landfill! Separate fruit leftovers and peels & REGENERATE!
Generations A/W 19 campaign, Polski collection is based on variety of colors. From subtle hues like powder pink, mint green and some vibrant deep Yellows, Tangerine and Plum color. The collection is based on textured fabric with intricate polished embroidery, monotones stripes and plaids paired with dupattas which has geometrical designs and a touch of tilla to give it a formal finish. These looks can be styled over dhoti shalwars of either same color for a straight look or over Whites to be worn at college.
In one of their picture a model is spotted picking egg shells. Egg shells are a great source of calcium. Instead of throwing a handful of egg shells into trash cans why not into your seedbed! Yes! Calcium provides fertility to soil which results in a healthy growth of a plant. The story doesn’t ends here.
This campaign is a wakeup call to all those who are least bothered by the climatic changes. Sustainable fashion is being adapted very rapidly globally.
Now we hope you all will think twice before throwing stuff into trash bins!
The campaign stars:
Eman Suleman, Sundal Roy, Abeera Riaz, Maham Ali, and a very pregnant Anam Malik ( who is proudly working with her baby bump)
Photographed by:
Mahoor Jamal
Art direction by:
Mariam Ibraaz
Assisted by:
Ifrah Khan
Styling by:
Harris Masood
Jewellery crafted in-house by:
Ifrah Khan
Hair and Makeup by:
Fatima Nasir.
