Mumbai: Dollar Industries has launched its latest campaign to promote its range of Athleisure – a category that is gaining a lot of traction recently. The campaign, conceptualised by Lowe Lintas, prompts the viewer to question stereotypes present in society when it comes to dressing for an occasion.
Dollar Industries MD Vinod Kumar Gupta said, “In an era of comfort and style, Athleisurewear has emerged as a dominant trend in the fashion world, prompting us to focus on an entire range of cool fashionwear – Tank Tops, Crew Necks, Henleys, Polos, Sweatshirts, Jackets, Hoodies, Bermudas, Capris, Track Pants, Joggers and Socks – which perfectly marry the young consumer’s desire for comfortable yet trendy and versatile clothing options which they can wear at multiple events and locations. What makes matters more interesting is that even professions that traditionally demanded suits, or at least a shirt and tie, are now relaxing their dress code policy as millennials move into positions of management and decision-making. Exactly what inspired us and Lowe Lintas to argue against acceptable social dress norms in our campaign and promote Dollar Athleisure as the perfect balance between casual comfort and chic style.”
The film, directed by renowned film director Manav Malhotra, is a stylised montage borrowed from walks of life demanding that we dress formally. From board meetings to college classrooms, from marriages to dining out – society expects to uphold certain dress codes. The film challenges the stereotype and promotes athleisurewear as an acceptable style for all occasions.
Lowe Lintas unit creative director Mohit Pasricha said, “As Coco Chanel once famously said, fashion fades, only style remains, and athleisure is definitely a fashion. But in saying that, it’s a very comfortable one, and once people get comfortable, it’s hard to change their minds. Simply look around us. The style on the street has changed dramatically. Women are sporting leggings, crop tops and sports bras, men are spotted in sweatpants, hoodies and sneakers. This emerging lifestyle emphasises one simple thing: The universal need to dress comfortably. And, that is what led us to challenge formal dress codes and celebrate informality as the new way of life.”
