Dollar Industries has rolled out a campaign for its athleisure range that challenges the conventional norms of formal dressing.

Conceptualised by Lowe Lintas, the campaign with the tagline ‘Why So Formal?' takes a dig at societal expectations around dress codes, while seeking to uphold the individuality and originality of the wearer.

The film aims to present athleisure wear as a versatile alternative for any occasion, even as it notes how formal attire continues to be expected at workplaces and events such as board meetings or weddings. Featuring actor Ishan Khatter among others, the film urges consumers to defy the conventional dress codes and break away from outdated norms by adopting what defines their personal style for all types of occasions. 'Why so formal, when you can be phenomenal', says the campaign.

What we think about it: The campaign taps into today’s fashion-forward, comfort-conscious consumers who have a fondness for individualism and an aversion to conformity, while aiming to redefine workplace fashion.

Vinod Kumar Gupta, managing director, Dollar Industries said, “In an era of comfort and style, athleisure wear has emerged as a dominant trend in the fashion world, prompting us to focus on an entire range of cool fashion wear like tank tops, crew necks, henleys, polos, sweatshirts, jackets, hoodies, bermudas, capris, track pants, joggers and socks – which perfectly marry the young consumer’s desire for comfortable yet trendy and versatile clothing options which they can wear at multiple events and locations. What makes matters more interesting is that even professions that traditionally demanded suits, or at least a shirt and tie, are now relaxing their dress code policy as millennials move into positions of management and decision making. Exactly what inspired us and Lowe Lintas to argue against acceptable social dress norms in our campaign and promote Dollar Athleisure as the perfect balance between casual comfort and chic style.”

The campaign has been rolled out on 25 October across digital platforms.