Campaign India Team
Dec 23, 2021

Fastrack asks the youth to carry not the world, but its bags on their shoulder

Watch the film conceptualised by Lowe Lintas here

Youth lifestyle brand Fastrack, has launched a campaign titled ‘Dress It Your Way’, to highlight its Autumn Wear Bags Collection. Conceptualised by Lowe Lintas, it aims to position bags as not just an accessory, but also an important part of ones daily wear. 
 
The film showcases different women in different outfits, right from traditional to western wear. Each outfit has a unique bag to go with it and enhances the wearer’s style. It features the women mixing and matching their bags with their outfit, breaking away from stereotypical ideas about ideal outfits. 
 
Kanwalpreet Walia, marketing head- fragrance and accessories division, Titan Company, said, “Bags are no longer carried, but are worn. The new campaign ‘dress it your way’ shows how bags have become an essential part of an outfit and explores new ways of styling one’s outfit with bags. The new AW collection is designed for the younger audience that seeks fashion that is mobile. The versatile features of the collection complement the youth’s active lifestyle. Bags by Fastrack aims to help young women carry bags that enhance their style and mobility. The collection presents a range of silhouettes including fanny packs, slings, micro-slings and more that enhance the wearer’s fashion quotient and are efficient with mobility.”
 
Sonali Khanna, executive director and branch head, Lowe Lintas, South, said, “Today’s youth have a multitude of facets to their personalities, and are not afraid to experiment and express their individuality. To them, bags are no longer simply carriers of miscellaneous needs; they are an extension of their own unique style. The Dress It Your Way campaign is, therefore, a celebration of Gen Z’s indomitable spirit. It’s whimsical, it’s practical; it’s Fastrack saying ‘You Do You’. 
 
Source:
Campaign India

Related Articles

Just Published

4 hours ago

Not every Cannes Lion roars in real life

Amid Cannes backlash, a creative reckoning unfolds. Famous Innovations’ founder and chief creative officer wonders, where do bold ideas end and brand accountability begin in awards season?

6 hours ago

Cannes Lions tightens reins as AI blurs boundaries

After revoked wins and synthetic scandals, Cannes Lions introduces new integrity rules to verify claims and rein in AI misuse.

6 hours ago

Cultural ‘Tadka’ drives India’s most effective ads ...

Kantar’s Creative Effectiveness Awards show that when brands serve emotion with local flavour, consumers don’t just notice—they respond.

1 day ago

WPP has appointed Cindy Rose, a senior Microsoft ...

She is already a WPP non-executive director on its board.