Lee Cooper by Reliance Retail has unveiled their Spring Summer’24 Collection with the ‘So What’ campaign. Curated by Makani Creatives, the campaign objective is to resonate with a young audience.

“The message is that it’s not just about fashion & style, it’s much more. It is about celebrating those who are not about perfection but persistence,” the brand said in a press release.

The campaign will be rolled out across various channels but predominantly on social media and digital platforms to engage and connect with the core audience.

Through this campaign, Lee Cooper aims to amplify its message and spark conversations about owning one’s choices, acceptance, and empowerment.

The new collection has tried to break the preconceived notions of how men’s fashion is perceived. Resort shirts and bold polo’s are significant additions to Lee Cooper’s SS’24 collection.

Experimenting with fashion, Lee Cooper’s new collection has coloured denim for men, and bright-coloured cargo which will create a revolution in workwear fashion.

The women’s collection is a mix of basic, sporty, casual and chic. Right from intense neo-neons, and bold graphics to sensorial creativity, the collection focuses on organic and comfortable fashion.

With materials like hemp and viscose, the denims stand out with unique style concepts like splicing and micro flare.

The ‘So What?’ campaign looks to embody Lee Cooper’s ethos of authenticity, individuality, and self-expression.

The aim of the campaign is to showcase young individuals who have aced the art of acknowledging the not-so-perfect situations in their lives with a whole lot of style.

They choose to laugh it off, try new things that are out of their comfort zone, and look good while doing it without the fear of judgement or failure.

They are on a mission to change the narrative when it comes to failure by saying “It is what is….”So what?”

Indian Apparel.