Cheap Thrills

In a world divided by prejudice, online fashion brand Love Genration takes pride in celebrating millennial love.

- Rushmika Banerjee

All we need is love. This is the philosophy that brought Dolly Sidhwani, Bhavana Pandey and Nandita Mahtani together to found Love Genration or LoveGen. Pandey explained the name, “Everything in the world today seems to be about conflict, animosity and terrorism. But if you look at the millennials, they still hold out a beacon of hope, peace, love and charity.” An interesting perspective, given how much ire is directed online at this generation, which is often described as entitled or bratty. “They definitely have an attitude, but there is a sense of empathy within that bold demeanour. Our clothes speak a similar language,” says Sidhwani.