Campaign India Team
Jan 22, 2015

FabAlley '#unfollows' dressing up norms

Watch the film conceptualised by Jack in the Box here

FabAlley, the online fashion portal for women, has launched its #unfollow campaign. The campaign has been conceptualised by Jack in the Box and features comedienne Radhika Vaz in the buff addressing an audience.

The film shows her talking about the ‘fashion police’ that evaluates what a woman wears in her daily life. She drives the point home saying that it has become far more acceptable to appear in the nude rather than make a fashion faux pas.

Speaking with Campaign India, Tanvi Malik, co-founder, FabAlley, said, “The brief we gave to the agency was, we are a fashion brand but we want to empower women, to break away from stereotypes, be happy and embrace the individuals that they are. We don’t want to be a shallow fashion brand which promotes the fashion police. We want to tell women to buy what you like because you have to dress up for you.”

She added, “The fashion landscape in India is cluttered. We want people to know that FabAlley is a fashion brand with a difference and a social conscience.”

FabAlley will be looking to roll out a lot more marketing initiatives in 2015, she confirmed.    

Client: FabAlley
Creative agency: Jack in the Box



Campaign India

Related Articles

Just Published

1 hour ago

Virtual experiences firm XP&D Be.Live launched

The agency is a collaboration between XP&D, Multi TV and FCB India

1 hour ago

HUL-GSK Consumer Healthcare merger completed

The merger has been on the basis of an exchange ratio of 4.39 HUL shares for each GlaxoSmithKline Consumer Healthcare share

5 hours ago

Dentsu rolls out DAN Solutions in India with ...

Devanthan also elevated as chairperson of Creative Line of Business

5 hours ago

DigitalKites gets Amit Lall as SVP

Lall was VP - digital at OMD