Azorte turns ‘mid’ into momentum

Azorte, a fashion and lifestyle destination, has released its complete Autumn-Winter 2025 campaign, ‘You’re Not Mid, You’re Just in the Middle of your story’. The campaign, featuring Bollywood actors Khushi Kapoor and Vedang Raina, alongside model Shylla, uses three films to tackle Gen Z’s biggest cultural anxiety: the fear of being perceived as ‘mid’ (mediocre). 

The core manifesto that unites all three films is a powerful reminder that ‘authentic beats perfect every time’, positioning Azorte as a safe space for unapologetic self-expression. They assert that the messy and in-between moments of becoming are not a failure, but momentum and a necessary part of progress.

The campaign’s three narrative films showcase different scenarios where characters turn self-doubt into style and momentum, proving that mid is not mediocre; it is momentum.

Khushi Kapoor's film captures the internal battle of digital perfection. Khushi battles the self-doubt of posting an ‘authentically terrible’ dance reel, afraid of becoming an internet meme. The moment of breakthrough comes when she decides to stop overthinking and hits ‘Post,’ realising that her unpolished self is perfectly acceptable. Her look highlights the luxe Boheme and mod-femininity womenswear capsules, reflecting the collection's blend of comfort and fluid style.

Starring Vedang Raina's two-toned look from the Punk Primaries menswear capsule, the film addresses the fear of public performance. Raina is paralysed by the fear of sounding ‘mid’ before a public event. He accidentally walks onto the stage in an attempt to escape, turning a near-trip on a cable into an awkward but charming improvised moment, proving that the recovery is the real win.

Shylla's film focuses on the anxiety of the professional world. Shylla, a young professional, feels intimidated by corporate jargon, mentally nodding along ‘like a dashboard bobblehead’. A brief glimpse of her sharp, stylish reflection gives her the self-assured ‘nudge’ to speak up, turning her internal monologue into a valid professional thought and company strategy. Shylla’s polished attire from the Redefined Classics capsule acts as her partner in confidence, demonstrating how modern power dressing empowers one to claim their voice and space.

Dhaval Doshi, head of marketing at Azorte, stated, “This campaign is built on an insight we uncovered through in-depth conversations with Gen Z: the pursuit of self-assured relevance. They don’t want to be flawless; they want to be real, confident, and relevant on their own terms. The manifesto and films reflect that truth — that being ‘mid’ is not mediocrity but momentum, a stage in the journey that makes you stronger. With expressive capsules, bold styling, and stories rooted in everyday anxieties, Azorte is shaping a safe space where young Indians can own their voice, embrace imperfection, and find confidence in the middle of their becoming.”

Campaign’s take: Azorte’s Autumn-Winter 2025 campaign isn’t chasing luxury or bowing to fast fashion; it’s claiming the middle ground with purpose. It plays cultural alchemist, turning Gen Z’s anxiety about being ‘mid’ into a stylish manifesto of self-acceptance.

Featuring Khushi Kapoor, Vedang Raina and Shylla, the three-film series translates everyday self-doubt — over posts, performances and professionalism — into creative momentum. Each story reframes imperfection not as failure, but as flair. From Kapoor’s unfiltered dance reel to Raina’s onstage stumble and Shylla’s boardroom breakthrough, the fashion brand turns hesitation into confidence, with each outfit reinforcing its mid-premium positioning: aspirational yet accessible.

It’s a campaign that lands squarely in the psychological sweet spot of Gen Z, a generation defined by fluid identities and the constant pressure to be ‘enough’. With socially prescribed perfectionism growing up, the brand reads the room well: authenticity now outranks aspiration.

The insight is sharp—mirror real struggles, don’t mask them. By owning the in-between, Azorte isn’t just selling fashion; it’s styling self-assurance for an audience still writing its story.