AZORTE has launched its Autumn Winter 2025 campaign, “You’re Not Mid, You’re Just in the Middle of Your Story.” The campaign targets Gen Z, who often feel pressure to avoid being seen as “mid.” Featuring Khushi Kapoor and Vedang Raina, it reframes “mid” as a stage of growth and self-discovery, not mediocrity.
A Campaign Rooted in Self-Expression
The film, created by Famous Innovations and directed by Anish Dedhia, brings AZORTE’s philosophy to life. It shows that authenticity beats perfection. Scenes of failed fashion experiments and dance reels that don’t go viral depict everyday moments of self-doubt.
The styling is bold, experimental, and expressive. Khushi Kapoor and Vedang Raina showcase raw energy. They connect with audiences, navigating uncertainty while seeking authenticity.
Redefining “Not Mid”
AZORTE emphasizes that being “in the middle” is part of growth. For Gen Z, relevance is self-anchored. The campaign shows that individuality and imperfection are strengths.
The brand’s design language supports this philosophy. Expressive collections, capsule drops, and daring silhouettes encourage wearers to experiment freely.
Voices From the Brand
Dhaval Doshi, Head of Marketing, AZORTE, states:
“Gen Zs are tired of the pressure to be perfect. They want brands that embrace their in-progress selves. This campaign shows that you don’t need to have it all figured out. With bold styling and expressive capsules, AZORTE builds a safe space for young Indians to explore and express themselves unapologetically.”
Multi-Platform Rollout
The AZORTE Ad featuring Khushi Kapoor and Vedang Raina runs across digital, OTT, OOH, and in-store formats. Stores turn into spaces celebrating self-discovery, not just the final look.
Conclusion
AZORTE goes beyond fashion. The campaign positions the brand as a cultural voice for Gen Z, promoting imperfection, individuality, and self-expression. By featuring relatable icons like Khushi Kapoor and Vedang Raina, AZORTE inspires youth to embrace their journey and wear it with pride.