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ays are getting shorter, and nights are getting cooler as autumn sets in to provide us that fleeting moment of reprieve between a sweltering summer and frosty winter. With the harvest season comes the latest wave of fall fashion marked by heavier fabrics and eventually giving way to comfy layering as chillier weather approaches.
GENERATION’s latest collection, Panjeeri aur Assu, aims to revamp your wardrobe with its warm, bright base adorned with floral motifs for these autumnal months.
“We are playing with a rich palette of saturated tones this season,” the company’s director Khadija Rahman tells Instep, detailing the brand’s fall vibes. “Bold continuous prints and fluid fabrics; chiffon saris, instead of separates – we are thinking about fully sorted head-to-toe looks this season. Matching everything is all the rage!”
The autumn range from the ready-to-wear label that has been creating trendy and environmentally conscious womenswear for nearly four decades offers everything from solids to prints and embroideries while celebrating the uniqueness and diversity of the brand’s clientele.
The campaign for Panjeeri aur Assu highlights the joy of coming together and pays homage to local cultural traditions. “Panjeeri represents hard work that yields sweet, healthy rewards, whereas Assu is a season in Punjabi culture that marks shorter days and longer, cooler nights,” Khadija explains.
“We are playing with a rich palette of saturated tones this season. Bold continuous prints and fluid fabrics; chiffon saris, instead of separates.”
Assu, the seventh month in the desi calendar, lasts from mid-September to mid-October and signifies the transition from summer to winter. “We wanted to talk about the Punjabi calendar as it is indigenous to the area, where crops of the next season are being planted. It brings together friends and families for all sorts of activities and festivities,” Khadija elaborates. “Some gather to prepare food, others to clean and organise, and still others to help around the house in preparation for shorter, colder, lazy days. One such activity is the making of panjeeri, which is made in Pakistani households as winter arrives. It’s a nutrition-packed snack that takes a lot of love and effort to make, but it keeps you warm in winter, boosts immunity and energy, and protects you from colds. It’s a family activity and a lot of women recall panjeeri being passed down from generation to generation with a lot of love and care.”
Khadija says GENERATION plans to use local calendar months in the future as well to ensure this piece of history is carefully passed down to the next generations so that they can stay connected to our roots and embrace our culture.
As for what drives the brand’s overall style campaign, the answer is simple: the local belle. “GENERATION’s style is very much inspired by the current South Asian girl; her thoughts, ambitions, and sentiments come into play when devising her style. For the lookbook, the idea is to always present styles that are aspirational and cool, yet approachable for the modern-day brown girl.”
Khadija also has a few styling tips for the fall. “Don’t shy away from your boldness,” she suggests. “Feel like wearing a dramatic cat eye during the day? Go for it! Mixing up golds and silvers in your jewellery? Why not! Get that show-stopping magenta suit your heart is set on! Don’t deny yourself the pleasures of life just to fit in.”
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