British sensibilities infused delicately with American vintage design and melded with a generous dash of playfulness from Japanese graphics – it’s no wonder Superdry has been irresistible for the Indian fashion market, especially for those who embody eccentricity within the boundaries of clean lines and sincere silhouettes. After their much-anticipated website launch earlier this season, Superdry India’s omnichannel presence receives a rather surprising boost with the #SDMYWAY campaign.
Collaborating with a mixed (and we’d daresay, eclectic) bag of tinsel town’s coolest faces, the #SDMYWAY video campaign reveals Kubbra Sait, Jim Sarbh, Aparshakti Khurrana, Tahira Kashyap and Guru Randhawa bearing Superdry’s committed message that reflects the lesser-explored philosophies of millennials across the world.
Superdry India has always believed in simplicity and boldness in not just their apparel but the lifestyle that we spin around it. ‘My Way’ exemplifies the simple things that people, especially the much-discussed millennials, can be inspired to emulate, to find an echo to their voices – their distinction and identities. They decided to come up with a language that wouldn’t be preachy since the internet is flooded enough and wanted our associated artists to bring out their strong individuality to inspire their digital audiences, effortlessly.
My Way highlights the determination with which the urban populace of India, especially those who are in the business of creation, approach their colored and cluttered lives. Superdry contextualizes My Way in five acts – To Rise (with Kubbra Sait), To Choose (with Aparshakti Khurrana), To Express (with Jim Sarbh), To Be (with Tahira Kashyap) and To Play (with Guru Randhawa). Each of these acts enunciates on the everyday choices and approaches undertaken by these artists to pave their accolade-studded ways into public limelight.
As the temperatures drop across India, Superdry’s technical innovations in their 360 design details, complete with fabrications and trims that exemplify style and functionality in their reversible and reflective jackets, beer and skittles t-shirts, jocular yet super-sleek bags (in all sizes imaginable), funky shoes, the collection is an unbelievably wide range that everyone finds a hurrah-moment in. We personally are in love with how their vintage designs infuse sleekness and utilitarianism without compromising on the ever-charming boldness of Superdry’s ethos.