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’.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins