While the whole world shut down, there were some who could never give up, even during a crisis. Their relentless spirit and creativity knew no bounds either. Such is the story of the garment workers of Allen Solly who portrayed their undying spirit and creativity through the latest handmade collection by Allen Solly.

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The apparel brand has launched this collection with a campaign ‘Made with Hands, Made with Love’ to celebrate the undying spirit and creativity of their garment workers. “The collection is a tribute to the inherent creativity and relentless passion of Asha, the garment worker at Allen Solly factory and many like her who work for Aditya Birla Fashion and Retail Ltd,” a statement said on August 18.

For the consumers, it is a unique take on shirts as each piece has embroideries made with hands and with love. Each shirt is one of its kind as it is carries the signature of the garment worker who hand embroidered the piece with love and care.

This campaign will be live across digital channels including Facebook, Instagram, YouTube and will be supported through a diverse promotion strategy in the upcoming months.

Anil S Kumar, COO, Allen Solly said: “For us, this unique handmade collection means more than just creating product, it is an expression of our ability to support our community, given the external situation and at the same time create a handcrafted range for our consumers with the same love and care.”

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Mahesh Gharat, CCO, Ogilvy South said: “There is great joy in knowing that the garment you wear has someone’s labour of love ingrained in it. The Handmade Collection film was an opportunity to tell that tale of relentless energy and true passion. It’s a simple but strong tale of how creativity led Asha and her colleagues to handle a difficult situation and keep the hope alive.”

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