Khushi Kapoor, Vedang Raina join AZORTE's Autumn-Winter 2025 campaign, aiming to connect with Gen Z

Mumbai (Maharashtra) [India], September 25 (ANI): AZORTE, one of the country fastest-growing fashion and lifestyle destinations, has roped in Bollywood actors Khushi Kapoor and Vedang Raina for its Autumn-Winter 2025 campaign.

Reflecting its commitment to understanding its audience and their evolving identities, AZORTE has created a space that celebrates the real, the raw, and the unedited. More than fashion, the campaign is about giving Gen Z the confidence to wear their journey, embrace their mid moments, and feel comfortable in their own skin.

With a narrative that states, Youre not Mid, Youre Just in the Middle of your story, the campaign aims to reach out to Gen Z biggest cultural anxiety: the fear of being mid.

Further with the inclusion of the young stars, the campaign flips the narrative around mediocrity, reframing it as a space of self-discovery, growth, and authentic expression. It further states that mid isnt mediocre but rather momentum and the stumble before the stride.

The campaign also draws attention towards the world obsessed with extremes, instant success, overnight virality, and curated perfection, where Gen Z feels constant pressure to stand out.

The fear of being average often overshadows the messy, in-between moments of becoming. AZORTE offers a refreshing perspective: being in the middle isnt failure, it progress, the company added, as per the press release.

Created by Famous Innovations and directed by Anish Dedhia, the visually striking brand film shows how the campaign aims to explore these moments of self-doubt and turn them into moments of style, confidence, and unapologetic self-expression.

From fashion experiments that dont always land, like a dance reel that feels authentically terrible, to nights spent dreaming of what next, the narrative celebrates the raw and real journey of figuring life out, reminding Gen Z that they dont need to have it all figured out just yet. The campaign reinforces the idea that authentic beats perfect every time, they added.

Commenting on the launch, Dhaval Doshi, Head of Marketing - AZORTE, explained, Gen Zs are tired of the pressure to be perfect all the time. They want brands that understand their raw, in-progress selves. This campaign is our way of saying: you dont need to have it all figured out yet. With bold styling, expressive capsules, and a narrative that celebrates imperfection, AZORTE is building a safe space for young Indians to explore, evolve, and express themselves unapologetically.

Stating that there has been a shift towards Self-Assured Relevance. Doshi added that the youth are more focused on a relevance that is self-anchored: a state where they value being in sync with the world around them, yet remain assured even if the likes or recognition dont immediately follow.

They recognise that being in the middle of their journey doesnt signal mediocrity, but the process of becoming. And it within this messy, in-between phase that their truest identity and style take shape, he said.

Meanwhile, the campaign will roll out across digital platforms, social media, OTT, OOH, and in-store experiences, transforming AZORTE stores into spaces that celebrate the journey, not just the destination. (ANI)

Disclaimer: This news article is a direct feed from ANI and has not been edited by the News Nation team. The news agency is solely responsible for its content.