Generation has thought out of the box this time around and come up with the most corporate socially responsible lawn campaign this season. The campaign amalgamates all the aspects of breaking stereotypes and goes onto adapting and accepting abberant standards of beauty from the usual societal norms.
The description for the campaign is: “Nai Rang’18 – Gulab, Kanwal aur Chambeli – our S/S’18 collections hit stores nationwide on Saturday, 10th March’18 and www.generation.com.pk tonight at 12 am! We draw inspiration from the flowers that bloom for eternity, and present: Maham, the Gulab; an enchantingly rich shade of umber Zainab, the Kanwal; treated as if growing in murky waters for a skin condition that in actuality renders her in all shades of beautiful Rabia, the Chambeli; stark and bewitchingly void of pigmentation. Alina,the Gul Khatmi; bright, striking just like the hibiscus.”
The collection features three different girls with skin conditions that validate them as the outcasts in the society. ‘Nai Rang’18’ hopes to change the perception by seeing the beauty in each and everyone of them, thus accepting a certain individual as they are.
People have come up and greatly appreciated the clothing brand for its effort in breaking barriers and voicing out what has been buried under the rocks of superiority.
One user said: “I’m in love with you guys. The way you are breaking stereotypes and opening door for every one to feel good in their own skin and making people realize that they are beautiful in their own unique way is amazing.. Highly appreciated!”
Another posted: “Last year they choose one normal and healthy women to be their model rather then a skinny show piece. And this year is even better.”
Another one said which speaks for all of us: “Lovely! Generation you never stop amazing us with your wonderful and creative advertisement campaigns. You’re actually helping many of us accepting ourselves the way we are. A big Thank you to your entire team for coming up with such brilliant ideas!”
