Jabong’s New Video Proves That Fashion Knows No Bounds!
Fashion is non-conformist! When one actually utters that, it sounds vague. Why? Because body-shaming and being okay with someone else’s definition of who you are is what the regular norm looks like. But right when one is pushed to ingrain that myth into one’s system, societal rebels get together to bust the deal.
Plus-size bloggers and brands like Aerie urge you to love every inch of who you are. Brands like Mango, & Other Stories, Antar Agni, and designers like J.W. Anderson, Amrit Kumar and Mriga Kapadiya of NorBlackNorWhite, and Rick Owens, among others, propagate gender neutrality, making it a reality in today’s times. In fact, even Bollywood’s very own Ranveer Singh, Sonakshi Sinha and others have given these age-old concepts the boot by the way they carry themselves.
And so, with diversity in fashion being the hot topic currently, Jabong’s Be You campaign, which released yesterday, seems very timely. A video campaign that celebrates gender neutrality and body positivity, the idea is to be okay with one’s individuality and be comfortable portraying that individuality through fashion. And that’s exactly what the end result is; a celebration of individual choices — male models sporting elaborate nose rings, plus-sized women wearing body-hugging silhouettes, models sporting shirts as turbans or sweatshirts as pants, women wearing men’s trousers as jackets, and more. Directed by London-based filmmaker Harvey B Brown (he’s worked with brands like Mont Blanc, Swatch, and D&G in the past), this film is brilliantly made and fits the philosophy of the brand’s “Be You” philosophy perfectly.
Take a look at the video above and tell us what you think in the comments!