Generations of Love

By Fatima Kazmi
Generation just showed us how to pay homage to the elderly finding love – bring on the dhol, taashay, and a wardrobe fit for baraati. Generation recently launched its Shahnaz Ki Shaadi campaign that celebrates the wedding festivities of middle-aged Shahnaz, with her adult children in tow.

source: Generation ( images)]
The collection features a rich blend of dark velvet, woven silk jacquard, net, and organza – effortlessly regal and timeless. Complimenting the selection of fabrics, the silhouettes are contemporary versions of classic cuts like angarkhas, anarkalis, and sherwanis.
source: Generation ( images)]
The palette strikes a perfect balance on the colour spectrum, with shades of teal, hues of pink and a range of reds, oranges and yellows. But the real delight is in the details like the kiran fringe on the net dupatta. Each piece sings aloud tales of heirlooms and heritage – particularly my favourite, the Maroon Winter Garden velvet shawl.
source: Generation ( images)]
We applaud the campaign and encourage the concept but do we truly agree? If your widowed dada, or divorced nani, or forever-single 55-year-old phuppo asked to be married, will you support the idea?
Budhi godhi laal lagam! Kya yeh shaadi ki umr hai? Kabbar mein latki hain taange! Log kya kahenge! (Aging horse with flashy reigns! Is this the age of marriage? Their legs are hanging in the grave! What will people say? These are often the one-liners used as responses to propositions of marriage for elderly relatives. Believe me, I have heard them.
source:, ColorsTv]
The biggest barriers for the Shahnaz of our time are strangely her very own. Her parents are convinced that the bridegroom has ulterior motives. Her previous in-laws believe this to be an insult to her years of loyalty. Her siblings fear the relatives will mock and sneer. Her closest friends label it a mid-life crisis.  Her grown, independent children are too selfish to realize that their mother has the same needs as any other woman. Whether it’s out of fear of societal contempt or underlying insecurities, Shahnaz’s very own often lose sight of what really matters – Shahnaz’s happiness. The log we worry about are actually made up of people we know and rather than attempting to initiate change through our actions, we choose to remain silent. Shahnaz selflessly devoted a substantial part of her life to her circle of kin that now refuses to stand by her side. We all know of a Shahnaz but how many of us have actually asked her what she wants.
source:, Toilet: Ek Prem Katha]
This is a society that largely believes in the institution of marriage; that worships a religion, which actively advocates matrimony and places no limitations on age and circumstances. To the contrary, it discourages individuals from living alone. Indeed, how hypocritical it is that a large fraction of its population disapproves the idea of older men and women getting married – regressive notions built upon centuries of cultural norms and patriarchal beliefs.

When brands like Generation create campaigns like Shahnaz ki Shaadi, they effectively deconstruct deeply rooted perceptions by normalizing taboo subjects. Their reach and accessibility to large consumer pools ensure an efficient distribution of their messages – and their products. Generation has repeatedly set precedents for other brands, (take note of their previous campaign #stepoutside that encourages women to reclaim public spaces) and remains an active contributor to our progress as a society.
We all know of a Shahnaz; ask her what she wants and celebrate her by adding a piece of Generation to her closet.
Desi fashion, Pakistani fashion, online shopping, Sana Safinaz, Indian clothes

1 comment

  • abida karim

    Very stylish & elegant

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