FabAlley '#unfollows' dressing up norms

FabAlley, the online fashion portal for women, has launched its #unfollow campaign. The campaign has been conceptualised by Jack in the Box and features comedienne Radhika Vaz in the buff addressing an audience.

The film shows her talking about the ‘fashion police’ that evaluates what a woman wears in her daily life. She drives the point home saying that it has become far more acceptable to appear in the nude rather than make a fashion faux pas.

Speaking with Campaign India, Tanvi Malik, co-founder, FabAlley, said, “The brief we gave to the agency was, we are a fashion brand but we want to empower women, to break away from stereotypes, be happy and embrace the individuals that they are. We don’t want to be a shallow fashion brand which promotes the fashion police. We want to tell women to buy what you like because you have to dress up for you.”

She added, “The fashion landscape in India is cluttered. We want people to know that FabAlley is a fashion brand with a difference and a social conscience.”

FabAlley will be looking to roll out a lot more marketing initiatives in 2015, she confirmed.