Harris Masood

Back from the dead with a blast from the past…. Do y’all remember No Nonsense Nighat? I believe the year was 2018 when Generation’s fashion imagery started to emulate everything one would consider unfashionable. Our brains have been conditioned to consider most things desi and indigenous as paindoo or simply put; unfashionable. The idea of No Nonsense Nighat was born partly after anger reading through Sashi Tharoor’s Inglorious Empire and the rest while being awestruck by the concept of Wakanda in the black panther, a reimagination of a modern indigenous nation completely devoid to the impact of colonisation. Nighat in many ways was the manifestation of our own little Wakanda, a small effort to reclaim our identity, and our fashion as dissidents of the subcontinent. Campaign for @generation_pk Photography @mahoorjamal Art direction @studio.mariamibraaz Featuring Fazeelat Aslam Production @gilaninaima Styling and characterisation by moi

Styling and hair for the new office muse @noorulayyn_ ❤️‍🔥 📷 @mahoor_jamal 💄 @noorulayyn_ 💍 @joonjewellery

3/3 In the beginning of 2021 when @khadijarahman inquired who I thought would be most suitable to make custom jewellery for the Eid Campaign, @ifrah.khan19 of @zaaminpk was literally the first name that escaped my lips. Ifrah and Generation have always been a match made in heaven and I personally have been in love with her work since I saw her Thesis at NCA in 2018?! She has been behind many of the iconic jewellery pieces featured in Generation campaigns over the years, including the shell and gotta parandas and jewellery featured in 2019’s fall/winter campaigns. Her most memorable feat in her short stint at @generation_pk however being the otherworldly set design for the ‘100 ways to use a dupatta’ campaign. It was sad to see her go but starting @zaaminpk was probably the best decision Ifrah could make, heres to sharing more of your amazing talent with the world @ifrah.khan19 💕 Thats it folks, thanks for coming to my Ted Talk ✌🏽 Concept, Photography and Art direction @mahoor_jamal Jewellery @zaaminpk Styling @professionallydont and @mahoor_jamal Makeup and Hair @ayan_khanofficial @minamilist_ Production @gilaninaima

2/3 ‘Eid Portraits by Mahoor Jamal’ was in a-lot of ways an exercise in restraint for me as a stylist. Most of my work in styling for @generation_pk comes from a very assertive standpoint where I like to challenge the definition of ‘stylish’ and in many ways really rebel against it, and that usually takes over the narrative of the campaign. Eid Portraits however was all @mahoor_jamal , she has a much more gentle and serene approach towards beauty, boy it comes just so naturally to her! My goal here was to give Mahoor exactly what she wanted, otherworldly beautiful women who for a change weren’t fighting any battles this day, they were just taking the day of Eid to sit back and look their absolutely gob-smackingly beautiful best. Concept, Photography and Art Direction @mahoor_jamal Jewellery @zaaminpk Styling @professionallydont and @mahoor_jamal Makeup and Hair @ayan_khanofficial and @minamilist_ Production @gilaninaima

1/3 2021 has been unfolding with me finding my way around previously uncharted territory designing for the @generation_pk Formals line, having previously worked for Flo (casual fusion for young women) and Ming (avant garde),it was an interesting shift to have to mould my design sensibilities and make them work for a much broader audience spanning a more diverse age group and being produced in larger quantities. Luckily enough 5 of my designs got featured in this awe inspiring shoot by @mahoor_jamal worn by perhaps some of the most beautiful and insanely talented women in the country. @hadiqakianiofficial , @sanammody , @imanshahid , my rock @gilaninaima and an upcoming influencer who asks all the right questions @thecookiecollector_ 💕💕 Concept, Photography and Art direction @mahoor_jamal Makeup and Hair @ayan_khanofficial and @minamilist_ Jewellery @zaaminpk Styling @professionallydont and @mahoor_jamal Production @gilaninaima

What I consider my biggest achievement in my 7 years at @generation_pk also was one of the simplest, lowest budget concepts we have undertaken. The conversation started around mid 2016 when my colleague @alizayraza shared an article which spoke about how a woman’s choice of attire cannot be used to justify her rape. We were all very triggered, and over the next few months launched into a journey of self reflection. Why is there so much judgement attached to how someone chooses to dress? How often do we find ourselves making ‘fun’ of someone whose choice of clothing is out of the ordinary, its either too slutty, or too behenji, or too tight, or too bright...why cant a woman simply dress in whatever makes her feel happy? Greater than Fear, was born out of the simple idea that every woman deserves to feel beautiful, because every woman IS beautiful. @umarriazfoto ‘s insane capability as a filmmaker resulted in a masterpiece which will be etched in the history of Pakistani fashion advertising forever. So proud to have been part of conceptualising and styling ‘Greater than Fear’ please spare a few minutes from your day and watch the full video 🌸 Starring @aminaqureshee @nashmia_____ @naveed2711 @unumb @zarapeerzada @humamobin @sabamadchef @asimarazasiddiqui @kamisid_official @irha_parishei @janatsohail @abbir_gul @saigolnatasha @shehzilm @sahar.qumbri Tasnim Mir Zaibunnisa Syed Aliya

Creating a sale ad for an audience still reeling from the effects of an ongoing pandemic? How can we subliminally incorporate visuals that promote restraint and consciousness? Taking styling inspiration from @mahoorjamal ‘s hauntingly beautiful self portrait (last slide), the team put together a sale campaign that doesn’t compel you to buy what you shouldn’t have to... Ad put together by @mahoorjamal @abdullah.sid @wthmaryam @gilaninaima @s.a.r.a_mannan @noorulayyn_ @khadijarahman and I

Making a case for shaadi normcore with @sanasageeti 📷 @mahoorjamal 🖼 @wthmaryam ⏰ @s.a.r.a_mannan Duppies designed by office fave @nidawaqar

Happiest Birthday to this trooper! A god send to work with both behind and infront of the cameras. @gilaninaima tum jiyo hazaaro saal 🎂 Cueing some utilitarian layered styling captured by @mahoorjamal

Nargis aur Noorulayn... A practice that I like to call, paranda therapy, well in my head atleast. Styled by @professionallydont Photography by @abdullah.sid Featuring @noorulayyn_ Art direction @wthmaryam Time please @s.a.r.a_mannan

I take that back 2016, you weren’t sucky at all! My grand debut of sorts, launch of a new line at Generation helmed solely by me a good 4 years ago. I designed 2 collections totalling to over 30 styles. First the namesake collection, a more somber rendition of fashionable shaadi wear which included jumpsuits, peplums and alot of flared offerings with washed out ming dynasty era watercolour prints embellished upon with every thing that glittered. Coming to the second more adventurous outing, one that reflected a more authentic vision of my personal style at the moment, a collection quite controversially titled; Boyfriend, featuring comic book prints, embroidered lipstick stains, embellished Marlboro cigarette packs, joystick toggles a cheeky marijuana print and even a distressed denim gharara...basically the entire shindig was based on the idea of elevating the good old boyfriend’s borrowed hoodie. Would I even think of putting something like that out there now? 🤐 oh youth... cant thank Khadija enough for believing in this madness for a market like ours. Modelled by the stunning beyond par @eman_suleman Shot by the king @abdullahharisfilms Designed and styled by me.

Getting into Christmas feels throwingback to this beautiful shoot conceptualised by the amazing @mariamibraaz and shot by the one and only @mahoorjamal Had the pleasure of designing for and styling the haseena @zarapeerzada This woman was already an icon by the time I got done with Alevels... so to say it was a dream come true to work with her would be no exaggeration. She is just so gorgeous and so insanely talented uff! Btw fun fact.... I was burning with fever this day and it was freezing, found out I had Hep A two days later 🙇🏾‍♂️ but I guess, alls well that ends IN THIS GORGEOUS PIECE OF ART so ... #noragrets 🤟🏾