Max Fashion has launched a campaign created by Dentsu Webchutney India that asks women to ditch convention and wear whatever they want.
“For far too long, Indian women have had to dress in a way that they don’t necessarily want to,” said Jiten Mahendra, vice president, Lifestyle International – Max.
“Whether that be from the fear of being judged or because of unwritten societal codes, women don’t feel free enough to where the kind of styles they want. ‘Behen, Kuch Bhi Pehen’ is a statement of assurance that, when it comes to fashion choices, a woman must only listen to herself.”
The campaign is led by a music video with a song performed and composed by Singer and model Anushka Manchanda, and created in partnership with Culture Machine.
The video ends saying ‘The only way to look good, and feel good, is to be yourself. So, don’t let anyone tell you what to wear’
According to the brand, “The video’s signature dance move is now also being recreated across India’s youngest social platform, Tik-Tok.”
They added that: “The campaign is a bold statement, especially from a fashion brand like Max. The current social landscape is rife with women standing up against age-old traditions that are designed to dictate terms to women and this campaign purports to take a similar stand when it comes to fashion.”
Manchanda earlier this month showed off her signature independent, forget about convention style when she dropped a new music video for her song “Queen Of My Castle”.