Casual work-wear brand from Aditya Birla group, Allen Solly, unveiled a new range of denims for women in diverse sizes with a brand campaign ‘Own Your Shape’.
The campaign addresses the growing concerns– “one-size-fits-all”, as women struggle to find the perfect fit denim. With the launch of new campaign ‘Own your Shape’, the brand aims to provide stylish denims for every body type.
Anil S Kumar, COO, Allen Solly said: “At Allen Solly, we care about the right fit for all body types. The need to move beyond ‘one size fits all’ was common during our customer outreach. Fashion is not only about developing the perfect product but also the right fit for each body type and through this ‘Own Your Shape’ campaign, Allen Solly aims to accentuate that beauty comes in all shapes and sizes.”
“The brand strongly believe that this campaign will bring positivity among women and encourage the brand to make more such products,” he added.
As part of the campaign, Ogilvy has conceptualized a new film that features three girls of different body types, trying different styles. The denims fit each of their body types equally well. They are seen admiring each other’s styles and the way the denims compliment their body shapes. They raise a toast for having the freedom to choose more from multiple styles that fits their body perfectly and not the other way around, thanks to Allen Solly.
The idea behind ‘Own Your Shape’ campaign is to break away from the stereotype of clothing or the notion of specific styles for certain body shapes and address the diverse sizes of Indian women, a note from the company said.