Business of Fashion - - Contents -

The cam­paign en­cap­su­lates the bud­ding work cul­ture that cen­ters around employee friend­li­ness and free­dom of self ex­pres­sion.

Allen Solly, In­dia’s pioneer brand in semi-for­mal dress­ing, which is owned by Aditya Birla Fashion and Re­tail Ltd., had launched its ‘open work cul­ture’ cam­paign. The cam­paign en­cap­su­lated the bud­ding work cul­ture that cen­ters around employee friend­li­ness and free­dom of self ex­pres­sion. Allen Solly through this cam­paign is help­ing In­dian pro­fes­sion­als im­bibe the new work cul­ture while mak­ing an ef­fort­less style state­ment at their work­place.

Over time, the na­ture of job has evolved along with the way we work and where we work, and the em­ploy­ers have started adapt­ing more employee friendly poli­cies. Open work cul­ture en­cap­su­lates this core. The theme of the cam­paign or­bits around ‘open work cul­ture’ phi­los­o­phy, and ex­plores the evo­lu­tion of mod­ern employee friendly work-spa­ces.

As a part of the cam­paign, Allen Solly has cre­ated a new TVC that high­lights the el­e­ment of open work cul­ture and show­cases quin­tes­sen­tial of­fice looks from the ‘new age work wear’ col­lec­tion. The cam­paign has been pro­duced by In­dia’s lead­ing cre­ative agency Ogilvy & Mather In­dia. The TVC fea­tures a young Allen Solly man walk­ing into the work place with an air of at­ti­tude and con­fi­dence, sport­ing a smart chino paired with a ma­roon blazer from Allen Solly’s ath­leisure col­lec­tion and hold­ing a stag on the leash. The TVC draws at­ten­tion to a fu­tur­is­tic of­fice with a pet friendly pol­icy – a perk of an open work cul­ture. The man show­cases strik­ing looks from Allen Solly’s new age work wear col­lec­tion, which is as cool as the pet friendly poli­cies at work.

Anil S Ku­mar, COO, Allen Solly said, “Allen Solly has al­ways been at the fore­front of re­defin­ing fashion at work through its un­con­ven­tional work wear of­fer­ing. The TVC brings alive our brand logo ‘The Stag’ and through it we cel­e­brate the open work cul­ture in to­day’s work­place.” Jayanth Gu­ru­murthy, Cre­ative Di­rec­tor, Allen Solly said, “Allen Solly’s open work cul­ture is a fash­ion­able and func­tional take on the new age work en­vi­ron­ment and its needs. The col­lec­tion in­cor­po­rates blends, which pro­vide com­fort, mo­bil­ity and en­hance a stress free life­style. Util­is­ing in­no­va­tive fab­rics, which in­cor­po­rate cel­lu­losic fibers like modal, vis­cose and ly­ocell, the gar­ments are breath­able, light­weight and soft. Fin­ishes like anti odour, anti mi­cro­bial keep the wearer fresh and ready to go through the day. All the Allen Solly trousers are stretch­able, which helps move­ment. The 360 de­gree flex trouser is a unique prop­erty with ev­ery com­po­nent of the gar­ment be­ing stretch­able, a truly mod­ern trouser for the rigor and mo­bil­ity of the mod­ern age.”

Over the years, Allen Solly has rev­o­lu­tion­ized the dress­ing life­style of pro­fes­sion­als by net­ting the imag­i­na­tion of youth and pro­fes­sion­als and ex­press­ing it ex­plic­itly in their ‘new age work wear’ col­lec­tion, giv­ing one a chance to mark a fashion state­ment at work.

With its con­tem­po­rary fit­ting and rev­o­lu­tion­ary de­sign, the range pro­vides com­fort­able fit and ex­presses a unique sense of fashion. With this most re­cent cam­paign, the brand cel­e­brates the ever evolv­ing global phe­nom­ena of open work cul­ture, which has helped young pro­fes­sion­als main­tain a bet­ter work life bal­ance by pro­vid­ing com­fort and ease of work at work­place.

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