YOUR SAFE SPACE: AZORTE REDEFINES FASHION
FOR GEN Z'S MULTI-DIMENSIONAL LIVES
Starring Khushi Kapoor and Vedang Raina, the campaign captures
Gen Z’s unapologetic self-expression and ever-evolving style
Mumbai, March 27, 2025: AZORTE, one of India's fastest-growing fashion and lifestyle destinations,
unveils its latest campaign, “Your Safe Space” a celebration of Gen Z’s fluid identity and fearless
self-expression featuring Bollywood stars Khushi Kapoor and Vedang Raina. Conceptualized by
FCB Ulka, the campaign embraces the beautiful contradictions that define today’s youth: bold yet
vulnerable, minimalist yet maximal, expressive yet effortless.
Through an expressive narrative featuring Khushi Kapoor and Vedang Raina, the campaign taps
into the real, raw emotions of this generation: the joy of dressing-up juxtaposed against the comfort
of bed-rotting, the love for fast fashion and staying on trend, while battling the guilt of its impact, the
need for connection accompanied by the fear of vulnerability that comes with it. The narrative of the
brand film aims to explore the dualities of Gen-Z, a values-driven, conscious generation that
experiences the world through its dichotomies. Through this film, AZORTE moves beyond fashion,
and becomes the space where Gen Z doesn’t have to choose—they can be everything, all at once.
The campaign opens with, “Are my lips too red? My dress too goth? The world is burning mama, I
think about that a lot. Somedays are blah, somedays are better, let's get out of here, hot dress or
comfy sweater?”
Gen Z navigates through a world of contradictions—balancing the fear of missing out, with the joy of
missing out, and in this space, AZORTE emerges as the answer—a safe space where fashion meets
expression, where you don’t have to choose who to be, because you can be everything at once.
Commenting on the Launch, Mr. Nitin Sehgal, CEO – AZORTE, shares, “AZORTE is more than just
a fashion brand—it’s a movement that celebrates individuality and self-expression. With ‘Your Safe
Space,’ we are creating a platform where Gen Z can be their most authentic selves, without
compromise. The campaign reflects our commitment to providing trend-forward, high-street fashion
that resonates deeply with the new generation.”
Commenting on the Launch, Dhaval Doshi, Head of Marketing – AZORTE, shares, “With this
campaign, we really wanted to capture the authentic everyday spirit of self-expression. “Your Safe
Space” acknowledges that life isn't about neatly separated moments; it's about navigating through
conflicting emotions. We’ve aimed to portray those very human conflicts – the pull between wanting
to live in the fast lane and also embracing slow living, the constant balance between the drive to
grind and the need to truly unwind. It's about understanding that changing your mind is part of the
journey, not a flaw. Ultimately, we believe everyone deserves a place where they can truly feel good,
and AZORTE aims to be that safe space.”
The campaign will roll out across social media, TV, out-of-home (OOH) advertising, over-the-top
(OTT) platforms, and in-store activations, turning AZORTE stores into immersive safe spaces where
fashion and freedom of expression collide. Experience the world of AZORTE on the go through the
online store: azorte.ajio.com
https://youtu.be/ObjYJsW8u5o
About AZORTE
AZORTE redefines high-street fashion by blending contemporary Indian and international trends,
giving Gen Z the freedom to express their unique style. From statement-making pieces to reinvented
classics, AZORTE ensures that fashion remains an extension of one's evolving identity.
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