Allen Solly launches campaign to celebrate the spirit of their garment workers

Allen Solly has introduced a digital campaign ‘Made with Hand, Made with Love’ to celebrate the undying spirit & creativity of c.

While the whole world shut down, there were some who could never give up, even during a crisis. Their relentless spirit and creativity knew no bounds either. Such is the story of the garment workers of Allen Solly who portrayed their undying spirit & creativity through the latest Handmade collection brought to you by Allen Solly. This collection titled, 'Made with Hands, Made with Love’ is a tribute from Allen Solly to the inherent creativity & relentless passion of Asha, the garment worker at the Allen Solly factory and many like her, who work for Aditya Birla Fashion and Retail Ltd.

For the consumers, it’s a unique take on shirts as each piece has embroideries made with hands and with love. Each shirt is one of its kind as it carries the signature of the garment worker who hand embroidered the piece with love & care.

This campaign will be live across digital channels including Facebook, Instagram, YouTube and will be supported through a diverse promotion strategy in the upcoming months.

Anil S. Kumar, COO, Allen Solly, said, “For us, this unique handmade collection means more than just creating product, it is an expression of our ability to support our community, given the external situation and at the same time create a handcrafted range for our consumers with the same love and care.”

Mahesh Gharat, CCO, Ogilvy South, commented, “There is great joy in knowing that the garment you wear has someone’s labour of love ingrained on it. The Handmade Collection film was an opportunity to tell that tale of relentless energy and true passion. It’s a simple but strong tale of how creativity led Asha and her colleagues to handle a difficult situation and keep hope alive.”