Allen Solly Women, the casual work wear brand from Aditya Birla Fashion and Retail Ltd., has unveiled its fresh range of dresses for women in different sizes with a new campaign, ‘Own your shape’.
The campaign encapsulates one of the biggest issues women face when selecting dresses that they want to wear – getting dresses that fits them just right. With this launch, the brand, which has over 200+ point of sale, expands into the size-inclusive fashion market by upholding body positivity, to further deepen its connection with modern women of many silhouettes.
Anil S Kumar, COO, Allen Solly, said, “This film is our take on Allen Solly’s dresses that embrace the different body shapes of Indian woman. When we spoke to consumers, there was need to move beyond the one-size-fits-all standard. We were not just expected to create fashionable dresses but also ones that fit just right. The woman of today tells us ‘Fashion is not about perfection…just give us good dresses thatch complements my shape…’ This is our way of encouraging woman to go out and own their shape.”
As part of the campaign, Ogilvy has conceptualised a new film that uses the measuring tape as a metaphor to showcase various fit issues women face with respect to dresses. The film features three women, of three different body shapes, grappling with the measuring tape symbolising their respective fitting concerns. Speaking to today’s confident and trendy ladies, the TVC is a playful take on real women, struggling to find the right dress size in a world obsessed with everything ultra-perfect.
Mahesh Gharat, Chief Creative Officer, Ogilvy & Mather, South, said, “Allen Solly always redefined men’s and women’s workwear through its past campaigns. This time, we had something really exciting on our hands with the latest dress collection from the brand. What really got us going is the fact that women won’t have to worry to let go of that great dress they loved. Because Allen Solly is making it all about their body shapes and not just standard sizes. And that is where the whole thought of #OwnYourShape germinated.”
The peppy video brings to life chic dresses from Allen Solly Women’s new collection, in fitted and flair silhouettes that are just perfect. Each piece translates well for anyone’s personal style.
Jayanth Gurumurthy, Creative Director, Allen Solly, said, “The women of today are not about fitting in but owning who they are. Our dresses start from the idea that Indian body shapes are unique and hence the need to create silhouettes that complements them. When we talk about dresses we usually talk about fashion, colour and styling but here we wanted to focus on fit. This collection is not just about work wear but extends across casual and evening wear.”
Client: Allen Solly
COO, Allen Solly: Anil S Kumar
Agency: Ogilvy & Mather
Chief Creative Officer, Ogilvy & Mather, South: Mahesh Gharat