Dollar Athleisure and Lowe Lintas India challenge stereotypes by asking “Why So Formal”
Dollar Industries Limited has launched its latest campaign to promote its range of Athleisure – a category that is gaining a lot of traction recently. The campaign, created by Lowe Lintas India, prompts the viewer to question stereotypes present in the society when it comes to dressing to the occasion.
The film, directed by Manav Malhotra, is a stylised montage borrowed from walks of life which demand 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 very stereotype and promotes athleisurewear as an acceptable style for all occasions.
Vinod Kumar Gupta, Managing Director, Dollar Industries Limited, 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.”
Mohit Pasricha, Unit Creative Director, Lowe Lintas, 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.”
Credits
Agency: Lowe Lintas
Creative: Mohit Pasricha, Sushant Joshi, Aryan Tank, Shruti Raut, Chetan Sawant, Nidhi Khanna, Yashwant
Account Management: Indranil Mitra, Rohit Chakraborty
Production: Green Grass Films
Director: Manav Malhotra
