Aditya Birla Fashion owned Pantaloons has launched Workdrobe, its latest campaign which celebrates each woman’s personal style and encourages her to embrace authentic self at work.
Workdrobe redefines professional wear by emphasising adaptability, comfort, and originality, enabling women to confidently express themselves as they pursue careers of their choice.
Conceptualised by Pantaloons and Chalk & Chini, the campaign features a diverse range of women in their professional contexts- each representing a unique sense of dressing and approach to work.
Centered around the by-line, ‘Your Work Day, Styled Your Way’, the campaign showcases working women boldly owning their work choices, embracing their true selves and defining style on their terms.
Representing how work has evolved post the pandemic, the campaign showcases various roles of women from the elegant multitasker working from home or the D2C entrepreneur in her best boss lady avatar.
The campaign features new-age fashion for the work place like printed coordinated sets, contemporary kurta sets, sharply tailored classic pieces, easy-to-carry dresses, shoes and bags.
“The ‘Workdrobe’ campaign encourages authenticity, creativity, and self-expression, reflecting the modern woman’s diverse interests and fashion choices,” Sangeeta, CEO at Pantaloons said.
“In a world full of ‘shoulds’ and ‘musts’, our muse for the campaign chooses ‘can’ and ‘will’,” Isha Sahu, Founder and Strategist at Chalk and Chini also said.
“With ‘Workdrobe’, we have tried to put the spotlight on this woman as she extends her individuality to her workplace with an authentic flair,” Sahu too added.
Indian Apparel.
