British sensibilities infused delicately with American vintage design and melded with a generous dash of playfulness from Japanese graphics — contemporary brand Superdry has been a hit for the Indian fashion market, especially for those who embody eccentricity within the boundaries of clean lines and sincere silhouettes. After its website launch earlier this season, Superdry India’s omnichannel presence received a boost with the #SDMyWay campaign.
Collaborating with a mixed (and we’d daresay, eclectic) bag of tinsel town’s coolest faces, the #SDMyWay video campaign reveals Kubbra Sait, Jim Sarbh, Aparshakti Khurrana, Tahira Kashyap and Guru Randhawa bearing Superdry’s committed message that reflects the lesser-explored philosophies of millennials across the world.
Superdry India has always believed in simplicity and boldness in not just their apparel but the lifestyle that we spin around it. ‘My Way’ exemplifies the simple things that people, especially the much-discussed millennial, can be inspired to emulate, to find an echo to their voices — their distinction and identities. The brand decided to come up with a language that wouldn't be preachy and wanted the associated artists to bring out their strong individuality to inspire their digital audiences, effortlessly.
My Way highlights the determination with which the urban populace of India, especially those who are in the business of creation, approach their coloured and cluttered lives.
Superdry contextualises My Way in five acts — To Rise (with Kubbra Sait), To Choose (with Aparshakti Khurrana), To Express (with Jim Sarbh), To Be (with Tahira Kashyap) and To Play (with Guru Randhawa). Each of these acts enunciates on the everyday choices and approaches undertaken by these artists to pave their accolade-studded ways into public limelight.
Superdry’s technical innovations in their 360 design details, complete with fabrications and trims that exemplify style and functionality in their reversible and reflective jackets, beer and skittles t-shirts, jocular yet super-sleek bags (in all sizes imaginable), funky shoes, the collection is an unbelievably wide range that everyone finds a hurrah-moment in. The vintage designs infuse sleekness and utilitarianism without compromising on the ever-charming boldness of Superdry’s ethos
This season, we’ve collaborated with some incredible talent to show their styles and their outlook in their own unique way. #SDMYWAY uncovers what has inspired how they dress as well as how it relates back to their own stories. @jimsarbhforreal @kubbrasait @aparshakti_khurana @gururandhawa @tahirakashyap @mansworldindia
Superdry India website: https://www.superdry.in/