Western wear brand FableStreet, the flagship brand of FS Life, has roped in Sonakshi Sinha, Huma Qureshi and Srinidhi Shetty as its brand ambassadors.
The brand has launched its #FitsLikeNothingElse campaign with the three actors to highlight the need for brands to design clothes keeping Indian body sizes and shapes in mind, and highlights its leadership in the same.
To drive home the importance of fits in women's clothing, the brand has also onboarded multiple online content creators, including Barkha Singh, Avantika Mohan, Vagmita Singh, Kinnari Jain, and so on.
Ayushi Gudwani, Founder and CEO, FS Life, said, “The FableStreet journey began with a very clear philosophy of designing clothes that flatter women of all shapes and sizes, making them more confident about their appearance. Just how one size cannot justify the diversity of Indian body sizes, one brand ambassador couldn't do justice to the brand philosophy. Sonakshi, Huma and Srinidhi are women with varied body shapes and sizes however, what's common in them is their comfort in their own skin and body. This is what reflects their strong linkage with the brand. Any woman, whether she is an XS or XL - should wear our clothes and feel like they're made for her. She should be able to say - FableStreet fits like me!”
This 360-degree campaign features a series of three digital films. Each film highlights the liberating feeling of wearing clothes that fit well. All the ambassadors are seen talking about their personal stories and experience with fits and fashion.
Sinha said, “FableStreet is a brand that focuses on making clothes for women of all body shapes and sizes. Having gone through the journey myself in my teenage years where I always found it hard to find clothes that fit me, I found a strong personal connect with the brand. Thus, when the brand reached out, I didn't have to think before saying yes to the association. It was a pleasure working with the team and the campaign.”
Qureshi added, “It was really fun to be a part of this project. I have always believed that every woman is ‘gorgeous in every size’. It's sad that the world wants to push the image of a particular body type being better than the others. FableStreet is doing a fabulous job with fits and size inclusivity especially for the Indian bodies. Given my personal journey of self-love, I really loved working on the campaign and hope the audience loves it too.”
Shetty mentioned, “I think FableStreet as a brand is committed to quality. It was very evident in their interactions, shoot and the way they treated the whole collaboration. And that quality is clearly seen in their products. Easily one of the best fabric/ outfits I have tried on in recent times. Great fit and even greater comfort. Overall, It was a joy working on this project and I am so looking forward to seeing our work go live.”
The creative brief of the campaign was managed by Supari Studios. The campaign will be spread across various social media and OTT platforms.