GENERATION: The veil of care

GENERATION, a Pakistani fashion label, combatted a taboo around breast cancer by producing a veil that offered support and guidance to women.

Brand / Category scenario

Pakistan has one of the highest incidents of breast cancer in Asia. With over 40,000 cases reported every year, 1 in 8 Pakistani women becomes a breast cancer patient at some stage of life. Almost half of these women die not only...

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